Toyota launches two new campaigns showcasing GR Corolla and the GR Family

The all-new, first-ever 2023 Toyota GR Corolla’s campaign, Rally Ready, debuts featuring the track ready vehicle, built by enthusiasts for enthusiasts. 

As the newest addition to the Gazoo Racing (GR) Family, the GR Corolla, alongside the GR86 and GR Supra, is featured prominently in Toyota’s new GR Family campaign, Race Cars for the Real World, also launching.

“The all-new GR Corolla joins the GR Family and connects drivers to the pavement with vehicles that make your heart skip a beat,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “The GR Corolla and GR Family campaigns reflect the renewed excitement and uncompromising energy inspired by Gazoo Racing’s legacy of performance.”

Toyota developed the integrated GR Corolla campaign and the GR Family campaign with its Total Toyota (T2) model in mind. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market.

• Saatchi & Saatchi, Conill Advertising and Intertrend Communications created GR Corolla campaign assets. 
• Saatchi & Saatchi and Intertrend Communications contributed to the GR Family campaign creative

The campaigns showcase a unified style across all creative throughout the spots, which are highlighted below.

In the Running Wild spot created by Saatchi & Saatchi for the GR Corolla campaign, a series of Toyota vehicles line up on a tarmac, ready for a “family photo.” The all-new GR Corolla bursts into the shot drifting across the track as the photo is snapped. Later in the spot, the vehicle downshifts, when we see driver Ryan Tuerck and his GR Corolla Formula Drift car as a nod to Toyota’s Gazoo Racing Team.

Saatchi also created the action-packed spot Meet the Family for the GR Family campaign featuring GR Supra, GR86 and GR Corolla vehicles from the Toyota Gazoo Racing family, alongside Toyota Gazoo Racing team members Fredric Aasbø, Ken Gushi and Ryan Tuerck. The spot is a playful take on the concept of “meeting the family.” All Saatchi spots were directed by Mark Jenkinson.

Intertrend Communications’ first GR Corolla spot, Legacy, captures the dreamlike moment when viewers finally own the car of their dreams, the GR Corolla. Intertrend’s second spot, titled That’s Insane shows the impact of the GR Corolla’s engineering and performance features that thrill on the street or the track.

Intertrend has two spots for the GR Family campaign. Something Real, speaks to those who are ready to join Toyota Gazoo Racing, a community whose aspirations align with the legacy, heritage, performance and passion of the brand. The second spot, The Chase pays homage to the icons who have paved the path forward for JDM (Japanese Domestic Market). Intertrend’s GR Corolla spots were directed by Nick Martini and GR Family spots by Miles Cable.

Conill Advertising developed three non-linear spots for the GR Corolla campaign titled “Memories,” “Poster” and “Toy Car,” where viewers catch a glimpse of the emotional connection between the driver and their GR Corolla. The spots were directed by Chris Hewitt.