Directed by Leilani Croucher at Revolver.
Toyota Australia is showing how their quality, durability and reliability standards live in both old and new models in a campaign via Saatchi & Saatchi Australia.
“The automotive world is evolving rapidly, but the heartbeat of our brand remains our unwavering commitment to QDR,” said Toyota Australia’s chief marketing officer, Vin Naidoo.
“We don't just look at these enduring older models with pride; we see them as a promise to our customers. They are the proof that the new Toyota you buy today is engineered with the same integrity to stand by you for the long road ahead.”
With production led by director Leilani Croucher at Revolver, and media led by Spark Foundry Australia, the integrated campaign will run across TV, OOH, digital, radio, transit and social.
“To prove how reliable a new Toyota is, we simply showed off the old ones,” said Saatchi & Saatchi Australia chief creative officer, Avish Gordhan.
“These beautiful vehicles aren’t museum pieces. They’re real cars - still driving, still working, still trusted.
“The idea pulls on the advertising tropes from yesteryear to land the simple truth that when you build cars properly, they last for generations. And if Toyota vehicles from decades ago are still going strong today, a new one will be just as reliable for years to come.”
CAMPAIGN CREDITS
CLIENT - TOYOTA MOTOR CORPORATION AUSTRALIA
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications - Commercial & Brand: Kylie Graham
Senior Brand Specialist: Amber Mottram
Brand Specialist: Ruby Cowling
Acting Senior Brand Specialist – Media: Jess Camilleri
AGENCY - SAATCHI & SAATCHI AUSTRALIA
Chief Creative Officers: Dave Bowman, Mandie van der Merwe, Avish Gordhan
Creative Directors: Carlo Mazzarella, Piero Ruzzene
Creatives: Iain McMillan
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Lauren Woods
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Group Business Director: Nicole Hindson
Senior Business Director: Lauren Ellis
Senior Business Manager: Tish Wiseman
Business Executive: Noah Thompson
MEDIA - SPARK FOUNDRY AUSTRALIA
National Head of Partnerships: Rhonda Dunlop
Associate Client Director: Emili Maruna
Activation Manager: Emilie Drake
TV PRODUCTION
Production Company - Revolver
Director: Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer: Caroline Kruck
DOP: Jeremy Rouse
Production Designer: Lucinda Thomson
Costume Designer: Sophie Barker
Casting - Nick Hamon Casting
Editorial - Offline - The Editors
Editor & Colourist: Scott Stirling
Post-Production - The Editors
Post-Production Producer: Charlotte Griffiths
Sound - Rumble Studios
STILLS PRODUCTION
Production Company – Photoplay
Photographer: Michael Corridore
Retouching: Prodigious
