Toyota Australia launches new chapter for the iconic Corolla with new brand platform via HERO
Independent agency HERO has launched a new brand platform for the iconic Toyota Corolla.
This marks the first major campaign by HERO for Toyota Australia after being appointed to the Toyota agency roster in 2021. The campaign signifies a repositioning of the beloved Corolla through a more emotional and future-facing lens and launches the new brand platform “Never Stop Smiling”.
HERO’s campaign brings to life the happiness the Toyota Corolla gives drivers due to its performance and reliability.
Says Vin Naidoo, chief marketing officer, Toyota Motor Corporation Australia: “The Toyota Corolla is one of Australia’s most recognised and well-loved vehicles, having sold over 1 million cars nationally and over 50 million worldwide since its initial release.
“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 well-documented reliability and durability.”
Says Benjamin Coulson, chief creative officer, HERO: “For decades Corollas have been putting a smile on Aussie faces, we thought it was time to return the favour.”
The Toyota Australia appointment follows a number of recent high-profile new business wins for HERO, including Circles.Life, Henkel, Microsoft, Maybelline New York and v2food.
Client – Toyota Motor Corporation Australia
Creative Agency – HERO
Media Agency – Spark Foundry
CAD Rendering – Rotor Studios
29 Comments
Got me smiling. Fun confident brand work.
And wondered who’d just watched Rocketman
Nice spot of sunshine as we head into winter. Good music choice.
thought they had the account?
When there are no creative or production credits….
It’s a 3D ad if you’ve been living La Niña in Sydney the past few months.
This is fun! Hero, cranking it out. Onya Pat Baron!
What I said
Good old creativity at its simplest. Wonderful work. And props on the talent and casting too. It is so very Melbourne though, not in a critical way, just a little bit more in its pizazz. Love it.
I give up.
When will the dancing ads end
Back to this? From 12 years ago.
https://www.youtube.com/watch?v=wjbXpuM51Wo
Agree with the comments above – good, clean, fun and most importantly, will move metal. Bravo.
no. more. dancing.
How is this a ‘brand platform’? It’s a terrible, lazy line and a cliched commercial. That’s it.
This is embarrassingly bad and the agency (quite rightly) is flooding the comments with positivity But in all honestly that was really hard to watch and a terrible ad. It may make people a little embarrassed to drive a Toyota
Surprised that they showed any of the car, at all.
This will make people actually want a toyota.
The only thing more cliche than a dancing ad, is a record scratch.
With all of these positive comments
You know, like the director, prod co and so on. Call me old school, but surely execution counts for something. One of the few spots of scale made lately, and not a peep on this.
This is a good ad.
No it’s not. It’s embarrassing. Done a million times before. Even Toyota have done it before. Maybe have a look at the Award winners from last week for an idea of what makes a good ad, because this trash won’t be troubling any juries, potential new clients, or punters.
Well done to all involved. You’ve created a fun spot that doesn’t take itself nearly as seriously as some of the trolls on the blog today.
Remind me never to get into a Corolla.
go you
Uh oh. None of it seems to really land.
Well done Ben C, your vision realised completely. You are the master of these types of ads.
I get the point but I don’t like the ad. please… this is so so cringe.