Toyota launches first all-electric SUV

Toyota has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign.

Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of a new bZ4X much to the surprise of the entire nation.

With award-winning Australian Director Paul Middleditch from Plaza Content at the helm, the spot reassures Australians that the bZ4X is everything that they know, trust and love about Toyota, now with an all-electric engine. Building on more than two decades of hybrid electric innovation, the Toyota bZ4X is engineered to deliver the famed Toyota performance from city commutes to weekend getaways.

Toyota – Barry

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Agency HERO/Melbourne
Production Company Plaza Content
Director Paul Middleditch

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Credits

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Agency HERO/Melbourne
Production Company Plaza Content
Director Paul Middleditch
Post Production The Editors
Sound Design & Music Squeak E Clean Studios/Australia
Executive Creative Director Shane Geffen
Creative Director Andrew Woodhead
Art Director Mitchell Sutton

Copywriter Joshua Campbell
Broadcast Producer Margot Ger
Executive Director Charlie McDevitt
Executive Producer Peter Masterton
DP Daniel Ardilley
Executive Producer/Partner Nicoletta Rousianos
Post Producer Adrian Konarkski
VFX Andreas Wanda

Sound Designer Paul Le Couteur
Music Producer Karla Henwood

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The campaign also launches Toyota’s bZ4X platform, Charge On, developed by the brand in conjunction with HERO.

Vin Naidoo, Chief Marketing Officer of Toyota Australia said “With 25 years of electrification heritage behind it, and with Toyota’s much-loved quality, durability and reliability at its core, we are excited to introduce the bZ4X to market through a major brand campaign.”

“Our all-electric bZ range helps our customers to Charge On with confidence, knowing that your car can support you to take your next steps, no matter what journey you’re on”.

When asked about the campaign, Shane Geffen, Executive Creative Director HERO said: “I think we all know a ‘Barry’, someone sceptical or reluctant to convert to an EV. But Toyota are making it easier than ever to make the switch in style with the bZ4X and we hope our campaign inspires Australia to believe… just like Barry.”