Toyota launches new ‘In Our Nature’ brand campaign via Saatchi & Saatchi Australia
Toyota Australia has launched ‘In Our Nature’, an integrated brand campaign via Saatchi & Saatchi Australia, that highlights its commitment to a cleaner and safer world for everyone.
Leveraging Toyota’s safety technology (Toyota Safety Sense) and 25-plus year commitment to innovation in alternative fuel technology, the campaign demonstrates how ‘safety’ and ‘invention’ are both ingrained in Toyota’s quest for a better tomorrow. In a way, it’s in Toyota’s nature to constantly innovate and strive forward.
The integrated campaign rolls out across key media channels; broadcast, digital, OOH and in-store.
Says John Pappas, chief marketing officer, Toyota Australia: “Our belief is that world-class safety technologies should be available to everybody; and similarly, alternative fuel sources should be accessible to everyone, demonstrated by our leadership in hybrid technology and the recent introduction of the next generation Mirai Fuel Cell Electric Vehicle. We are always striving to continuously improve.”
Says Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia: “As one of the most trusted and popular brands in Australia, Toyota is always looking at ways to improve and develop better products for its drivers. Safety is just one area which has been democratised by Toyota across most models, giving Toyota drivers access to best-in-class safety standards.
“Our recent campaign aims to inform Australians about Toyota’s commitment to constantly improving. As humans, it’s in our nature to protect each other’s safety; just as it’s in our nature to look ahead, innovate and reduce our Co2 emissions for a cleaner future for all.”
The films were shot by Revolver Film’s acclaimed director Stephen Carroll.
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinator: Michelle Gulia
Senior Brand Communications Coordinator: Suhailah Davies
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter, Pierro Ruzzene & Flavio Fonseca
Senior Art Director & Senior Copywriter: Adam Ferrie & Peter Cvetkovski
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Producer: Zena Bartlett
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Snr. Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif
Production Company: Revolver
Director: Stephen Carroll
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Kat Latour
Director of Photography: Jeremy Rouse
Production Designer: Seth Aitken
Post Production: ARC EDIT
Editor: Jo Scott
Colourist: Ben Eagleton
Editorial Producer/Post Producer: Freya Maddock
Online Artist: Eugene Richards
Music Composition: Ballad
Audio Post Production: Ballad & Squeak E. Clean Studios
42 Comments
The go cart also has the same build quality as a toyota.
OPTUS meets NRMA
Beautiful
Friend takes off seatbelt at 0:45, but then magically it’s back on for the long gazing look frame, 2 seconds later. HOW DOES THIS HAPPEN?!
Big bunch of legends making nice work.
Oh that is sloppy.
Why does the girl’s hair turn blue when she’s in the go cart?
Her hair is blue the entire time.
Agree, passenger’s hair is brown in the garage, then blue in the cart.
Very slick!
A long long long time ago, in a universe far, far, far away.
https://www.youtube.com/watch?v=ck5Q7iLcTbE
VW Polo – one of my all time favourite spots.
Have you sought help? How is it good? A crappy german hatch back can save you from a revolution? Mate, get real. Step outside, cause it’s about to get real.
Advertising like that, suggesting a very average small car can prevent you being injured in a major protest, no matter, how well shot is just pathetic. No wonder people think the industry is a joke.
Nice work SC , it was a great campaign to work on.
Love this ad. Different with views of the hills. Very Aussie!
Why are there no credits for the out of home print advertising? This industry has gotten lazy since I left. It takes a lot of work to make a still print ad on a TV production and no photographers get the credit they deserve for working under immense time pressure with a tenth the crew of TV and then having their work in print for about ten times as long as TV. Print assets are highly valuable and have long legs. The OOH of the mother and daughter in the crashing wave is a wonderful and crafted still image. I drove under it last week and was duly impressed. Credit to the creatives also on a nice tight script and tight visuals. Kudos Saatchi. It almost makes me wanna come back to work……. almost.
Unsure who did the credits – so apologies for information missed, but:
Photographer: Cory White
Production Company: Hart & Co
Producer: Monica Clapcott
Totally agree with everything you’ve said.
https://www.youtube.com/watch?v=oYlSZJiJEhQ
Toyota is a Japanese company. This is not only fanciful but misleading.
https://www.youtube.com/watch?v=7rHm8GbTHyE
Fat dad ✔
Lesbian couple ✔
Mixed race couple ✔
Black/African/Indigenous ✔
Thank God.
Done worse.
This really is just the yawn version of Suzuki’s Roller Skates.
Wait until you see the new Apple ad from TBWA
you dinosaurs are all done now.
But I’m in my twenties and only a little less tired than usual?
the more interesting version of this is: https://michaelspiccia.com/commercials/honda
How sad they get to the top of the hill to reveal something beautiful for kids to celebrate and gaze at in awe and… it’s a completely logged of any original forest barren hilltop. Environmental destruction is more in our nature than anything.
Where was the digital lemonade stand?
Lol, I love that the token go-to comeback on Campaign Brief lately is to assume that the critical commenters are either privileged white guys (God forbid!) or jaded old creatives.
Would it be possible to have the locations added to credits? Can you tell us where it was shot?
Boxcar ad filmed in Torquay, VIC (opening garage sequence) and Yea, VIC for rolling hills.
Score lets it down. Needs a more definitive re-charge to propel the last ‘triumph over adversity” sequence
Where was this add filmed please?
Can anyone advise.
The cone shaped hill at end looks a lot like Mt Sugarloaf in Camperdown Vic.
Thanks
Or Mt Sugarloaf near Gundagai NSW for that matter…..
I thought it looked like Camperdown too!
Why isn’t there a roll bar on the go kart?
I don’t get this whole stupid ad
Are they 2 girls or a boy and a girl in the cart
I’d like to know about the cart. Motor(s)? brakes, steering, wheels dimensions etc etc.
Just as a matter of interest — not looking to get one or use this one in any way.
Thanks,
Ian.
The gizmo inthe garage is a bench grinder with stupid lights on it.