Toyota challenges car category stereotypes with humorous spot

20 February 2017

Creative Agency: Saatchi & Saatchi

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Car ads are known for sticking to a certain formula, but the latest spot from Saatchi & Saatchi is challenging the category stereotypes with one deadpan kid.

The latest work from Toyota promoting its new-look Kluger opens like any typical car ad - attractive woman driving her very shiny car. As she applies lipstick, she attracts the attention of a silver fox who is casually sipping his latte at a café. 

Just as the onlooker looks like he may approach the beautiful woman, her son winds down his window, giving the man his best dirty look and forcing him to deter his eyes.

The campaign titled “Built for families. Designed for attention” aims to demonstrate the modern SUV can deliver on all a family’s needs, while still maintaining style.

The launch will be supported by TV, social, outdoor and digital.

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