Toyota NZ slams the door on new car buyer bothers

3 April 2018

Advertiser: Toyota
Creative Agency: Saatchi & Saatchi
Media Agency: Starcom

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"I think we have struck a fine balance of relatable fears with a surreal and memorable manifestation of those fears."

Toyota New Zealand has launched the 'Drive Happy Project' as part of an initiative to redefine the car buying and owning experience.

Created in partnership with Saatchi & Saatchi New Zealand, the campaign looks to personify the five key new car buying "bothers".

The top five “bothers” according to the surveyed New Zealanders were haggling over price, hard sell from salespeople, the time involved in customisation, the test drive experience and buyer’s remorse.

The campaign brings each of these elements to life through an animated character, created by Alt.VFX.

“This project has been many years in the making for Toyota. The Drive Happy Project is a bold and exciting move. The challenging part was how to bring those apprehensions people face every day to life," Saatchi & Saatchi chief creative Toby Talbot says.

"In ‘the Bothers’, I think we have struck a fine balance of relatable fears with a surreal and memorable manifestation of those fears. We’re hoping it will bring comfort to every trepidacious car buyer out there.”

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