Toyota Australia has launched a new brand platform for the Toyota Corolla in independent creative agency Hero’s first major campaign since being named to the car brand’s list of agencies in 2021.
The new platform also marks the first major campaign under Toyota Australia’s new marketing director, Vin Naidoo, who was appointed to the role in January this year following the departure of John Pappas.
The new campaign created to launch the “Never Stop Smiling” platform signifies a repositioning of the iconic Corolla brand through a more emotional and forward-looking lens.
Spearheading the campaign is a 60-second spot that sees a stressed protagonist running to her car in the pouring rain, the weather changing as she enters the car. The joyful car ride turns into a musical number as a rainbow appears in the window and everyone it drives by dances in sync to the jazz classic “When You’re Smiling.” The theatrical performances of dancers and street officials turn into a flashmob at the end of the commercial, with the illusion quickly shattered when the woman exits the vehicle to return to the misery of the rain.
Naidoo commented: “The Toyota Corolla is one of Australia’s most recognized and loved vehicles, having sold over a million cars domestically and over 50 million globally since its release. initial.
“The HERO campaign encapsulates the joy this iconic vehicle has brought to drivers across the country over the years, who have fallen in love with its distinctive features, innovative technology, engaging driving dynamics, and dependable and its well-documented durability,” he said.
HERO Creative Director Benjamin Coulson said: “For decades the Corollas have brought smiles to Australian faces, we thought it was time to return the favor.”
HERO was first named to the Toyota account in March 2021 and is part of Toyota’s Australian listing for certain product portfolios, alongside Saatchi & Saatchi and other agencies.
Customer – Toyota Motor Corporation Australia
Creative Agency – HERO
Media Agency – Spark Foundry
CAD rendering – Rotor Studios