Toyota launches the All-New LandCruiser 300 in latest campaign via Saatchi & Saatchi Australia
Toyota has raised the bar again with the launch of the all-new LandCruiser 300; packing more power, capability, luxury and technology than ever before. In its latest campaign via Saatchi & Saatchi Australia, to launch the LandCruiser 300, Toyota drives home how the LC300 doesn’t just take you anywhere in Australia, it also gets you home with comfort and ease.
The integrated campaign celebrates both the legendary LandCruiser and the legion of drivers who traverse all parts of Australia in their trusty 4WD. The ‘This LandCruiser drives us home’ campaign platform is brought to life via an anthem that embodies the many stories, experiences and adventures that take place throughout Australia.
Along with highlighting the all-new range, the campaign shines a spotlight on the heritage of the LandCruiser in Australia, including the important role they have played in exploring, and helping to build, the country. It is set to roll out across broadcast, digital, OOH, print, CRM, sponsorships, radio and in-store.
Says Sean Hanley, vice president, national sales, marketing and franchise operations, Toyota Australia: “This campaign represents the very essence of what LandCruiser stands for and I couldn’t be prouder of the team involved for bringing this to life in such an entertaining way.”
Says Andrew Wearing, senior manager, brand management and communications, Toyota Australia: “What better way to honour and celebrate our diverse drivers, who have made LandCruiser a 4WD legend, than with their very own anthem. An anthem that encourages them to get out there in their LandCruiser again.
“We wanted something that, like the LC, would bring a smile to our drivers’ faces and be sung by all ages, throughout the ages.”
Says Simon Bagnasco, executive creative director, Saatchi & Saatchi Australia: “This campaign was driven by a simple truth. Lots of vehicles can get you to the most remote and beautiful parts of our country, but there’s only one we know that will always get us back home.”
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Commercial Communications Coordinator: Kirsten Wood
Senior Commercial Communications Coordinator: Brooke Butkiewicz
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Senior Creatives: Phil Harkness & Jack Wall
Executive Producer: Lucy Trengove & Michael Demosthenous
Senior Integrated Producer: Holly De Roy
Senior Digital Producer: Danny Marston
Design Production Director: Kim Avetta
Head of Design: Tod Duke-Yonge
Head of Design (Melb): Matt Alpass
Studio Director: Dan Meyers
Senior Studio: Ashley New
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Senior Account Director: Kenyon Marais
Senior Account Manager: Jessie Roper
Account Executive: Alex Karanicolas
Production Company: MOFA
Executive Producer: Llew Griffiths
Director: Nick Kelly
Producer: Allison Lockwood
BTS: Hayden Somerville
DOP: Jeremy Rouse
Casting: Citizen Jane
Casting Director: Natalie Jane Harvie
Post Production: ALT VFX
Head of VFX: Andrew Hellen
Post Supervisor: Ant Newton
Executive Producer (Melb): Eyvonne Carfora
Editing: ARC Edit
Editor: Johanna Scott
Senior Producer: Freya Maddock
Colourist: Trish Cahill
Sound House: Song Zu
Musical Director: Ramesh Sathiah
Composer: Nathan Cavaleri
Original song lyrics: Saatchi & Saatchi
Sound Engineer: Simon Kane
General Manager/ EP: Katrina Aquilia
Photography: Louis&Co
Photographer: Ian Butterworth
Executive Producer: Louis Molines
Producer: Camilla Carey
51 Comments
Give me BCF but sing about a car
Is that a Point Break reference?
This new work for BCF is great! Congratulations Ant and Monkeys
The punters will love this.
fun!!! paw tapper
It’s a Banger!!!
Catchy tune
Love the new BCF ad!
Out of all the BCF ads this one is my third favourite
Love the BCF cruiser, great vehicle.
It’s well produced and a nice tune, but it’s yet another spot that uses vignettes to try and show every possible person who might use the car. Good creative strategy involves sacrifice in order to tell a good story. By trying to include every person and situation under the sun, whether pushed by the client or agency, they’ve made an ad that is easy to gloss over.
love it.
A car ad which makes me want to buy a fishing rod. Success!
What car brand? no idea
At the end of the day the average punter watching this ad will most likely clock it as another BCF Ad. Sorry, it’s a fail for me.
Well done.
Maybe lacks a bit of an ending moment, but overall really nice
Aside from becoming the car for people with way too much money, there’s nothing in here to justify the exorbitant price difference between a Landcruiser and the 75 other 4WDs on the market which will also get me home.
This comment is like saying “why would you buy a Les Paul Goldtop over on Epiphone Prophecy or a Rolex over a Casio….they look the same? There are some things you obviously don’t understand.
No, to use your analogy, this comment is saying if your only point of difference is ‘it works’, why stump up the extra cash?
PS Goldtops are the Mercedes G-series of the category. Toyota Landcruiser are the Squier to Fender’s Lexus.
Oiii. Give us our land shanties back.
I’m trying to understand the thought process. You sold in an idea that was heavily referencing the BCF work. I assume you also showed the client some of the work in the concept presentations. Then once approved you went and got the same director who made the BCF work to make yours? Did you want it to be as close to the BCF work as possible? Why wouldn’t you get any other director at all?
It’s in the same realm as BCF / Shanty – but it’s a much nice production – agree a bigger ending would have been better.
But does it want me to get out there (post Covid) yes it does.
I liked the one shot I clocked of the car going through the mud (car looked great) but for a big idea ad, this is Lamb meets BCF, meets every other bad Australian singing ad, and they’re not the highest bars to set for ones self I would imagine … Anyone else agree or just me?
Just dreadful. I have ordered an LC, I think if I had seen the add I’m not sure if I would have gone to the dealer with my deposit. Toyota what are you thinking, progressive car with advertisements from the 60’s…..
“On the 12th day of Campaign Brief, True Hate gave to me…
12 seething juniors
11 jaded mid-weights
10 fading seniors
Niiiiiine antsy clients
8 snarky comments
7 astro-turfers
6 curt rebuttals
Fiiiiive “been done” links
4 wish-I’d-done-its
3 glad-I-didn’ts
2 stupid typos
And a miffed unemployed Directorrrrr…”
do you work for the agency?
Not a bad effort, but boy that’s a pretty ugly expensive car to try and sell… Good luck.
It’s playful and anthemic and about our land. Job done.
BCF but without the funny
Who came up with “drives us home”. Perfectly nails reliability and adventure. Really simple, really clever.
Great comment.
I don’t mind this at all.
BCF don’t own singing.
It’s like saying that BCF stole it from Men like us Like Rum who stole it from Honda’s Hate Something, Change something.
Could it have been better? Sure, but most work could and it’s rarely the agency that wasn’t pushing to make it better.
I actually think it will work for punters and honestly it’s better than a lot of the stuff coming out of this country
Are you suggesting this is somewhat close to Honda hate something? Not sure you’ve seen the BCF work but everything, the character development, wardrobe, casting, locations, direction are identical to BCF. No one owns singing, but BCF certainly own that slightly off tempo character singing about the Australian bush. Well done Toyota and Saatchi, you just made a BCF ad.
The product and the logo are in just about every shot. The name of the product is sung a couple of times. There’s a very clear super naming the brand and product.
And still, you don’t know what the ad’s for.
Makes sense…
Feels flat.
I’m not sure if I like or not.
The NEW Land Cruiser looks good though, so I guess it’s done its job.
I love it. Its a ripper and I want a 300 series all the sudden.
… will love it. A lot. I have no doubt people will be humming it across the country. That’s all that matters.
Love it how the agency has finally arrived in the comments to defend its work.
Just because we analyse brands and spots all day long, doesn’t mean people around the country do. We’re so far up it that these tunnel-visioned comments don’t even acknowledge that Darren from Griffith exists. Take it for what it it is and stop dumping your ad ego all over it.
The song isn’t very clear nor is it catchy. It fails at the bare minimum
All it made me wish for is a day when the top shelf of creative in this country is more than a singalong rhyme time.
Shame it takes 12 months to get one.
and…. just because Australia gets dumber every year doesn’t mean our advertising should.
Lowest common denominator isn’t a great defence y’know. It’s our job to be objective is it not? I’d love to see you take the Gruen panel and tell them all to shut up and applause because our beloved bogans will like it.
Kudos for getting a song-via-character-vignette concept through? It’s possibly the most common genre out there at the moment.
Really stepping up their Sea Shanties game. Maybe a duet with BCF?
It’s pretty, Toyota-ey, catchy and all class. Punters will love it.
Stop being jealous.
Will be well received by public but entering it in Cannes will simply be a waste of money.
Definitely written by people who’ve spent their whole life in the city. But, good points on diversity, especially for a $150k-ish car. Most of those roads could be handled in a low-riding sedan / ute / station-wagon. Which most people in the bush drive anyway.
I just feel kinda embarrassed watching that…It’s like a piss-ant Gilbert and Sullivan in the bush. Failed to capture any essence – at all – of the reverence and heritage the Cruiser has gained away from the cities. By attempting to be epic and politically-correctly-squeezing in every demographic, they’ve created an epic fail. And squandered one of the best creative opportunities of the year.
I don’t think this spot/our advertising is dumb. Also, this isn’t a Gruen panel, it’s Campaign Brief. How about we leave positivity and constructive thoughts rather than sh*tting all over someone’s blood, sweat and tears. Those of who will no doubt be reading this. Leave the analyse and well-thought-out shredding to Gruen ¯\_(ツ)_/¯. Wait, maybe we shouldn’t, because Australian’s won’t get it – we’re getting dumber every year… right?
great line
The song is terrible
Does it come in a V8…