Toyota Australia taps emotions for genuine service in new campaign via Dentsu Creative


Toyota Australia has partnered with Dentsu Creative to celebrate the milestone moments that are guaranteed with Toyota genuine service, tapping into the emotions of car-ownership and maintenance for the first time.


The new advertising platform for Toyota Genuine Service highlights the emotional connection between drivers and their car, and how the trust and love for the car will never fade kilometre after kilometre when serviced by Toyota.

Says Vin Naidoo, chief marketing officer, Toyota: “Buying a car is typically an emotional investment, but so is caring and maintaining that vehicle, and drivers of all ages can relate to that special feeling when you see the odometer tick over.

“Dentsu Creative’s campaign has tapped into this, highlighting the trust drivers have knowing their car is properly maintained, whether it’s driving off the lot for the first time or when your Toyota ticks over to a fresh number with a lot of zeros.”

Says Ruben Cirugeda, creative director at Dentsu Creative: “This is the first time we have set out to make people feel something about a car service. Buying a car, or even selling a car, are well trodden for using emotional advertising but caring for the car ties into that connection.

“Toyota Genuine Servicing is such an excellent brand in its own right and it is exciting that we could celebrate the emotional moments drivers have that are secured by the quality of a Toyota Genuine Service.”

The campaign launched on free-to-air television on Sunday, September 5 and will extend across BVOD, digital, Spotify and more in the coming months.

Client: Toyota Motor Corporation Australia

Chief Marketing Officer: Vin Naidoo
Snr Manager, Brand Communications: Andrew Wearing
Manager Communications – Passenger & Aftersales: Taruna Aguru
Snr Parts and Services Communications Coordinator: Erin McHale

Agency: Dentsu Creative
Creative Director: Scotty Glennon
Creative Director: Ruben Cirugeda
Snr Integrated producer: Jodie Wright
Planning Partner: Tim Mottau
Integrated Client Lead: Andrew Black
Client Partner: Guy Lovell
Snr Account Director: Catherine Nolan
Snr Account Manager: Bart Wright

Production Company: Collider
Director: Rob Stanton-Cook
Producer: Annie Schutt
DOP: Jeremy Rouse
Editor: Jack Hutchings
Post audio: Front of House
Casting: Northside Casting