Toyota launches ‘Where Freedom Meets Family’ Kluger Hybrid campaign via Saatchi & Saatchi
Toyota Australia has launched the all-new Toyota Kluger Hybrid in a new campaign via Saatchi & Saatchi Australia, that takes a light-hearted look at modern family life.
‘Where Freedom Meets Family’ brings freedom and family together to prove the 2021 Kluger Hybrid is just as much for the adults as it is for the kids.
Directed by Good Oil’s Fiona McGee, the integrated campaign will run on broadcast television, digital, point of sale sponsorships and CRM.
Says John Pappas, chief marketing officer, Toyota Australia: “We’re excited to bring Hybrid to Kluger for the first time. Together with the all new style and greater sophistication, we wanted to have fun and prove that the Kluger Hybrid is as much for the parents as it is the whole family.”
Says Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia: “Children seem to run our lives these days, leaving little to no time for parents to enjoy those precious, quiet and relaxing moments alone. With the new Toyota Kluger Hybrid you can do whatever you like with family or sans family, it’s up to you.”
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Communications Coordinator – Commercial Vehicles: Brooke Butkiewicz
Communications Coordinator – Commercial Vehicles: Ingrid Vio
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Jack Wall
Senior Art Director: Phillip Harkness
Executive Producer: Rachel Devine
Senior TV Producer: Michael Demosthenous
Chief Strategy Officer: Alex Speakman
Planning Director: Joe Heath
Chief Client Officer: Ben Court
Group Business Director: Damiano Di Pietro
Senior Business Director: Liza Schulberg & Kenyon Marais
Senior Business Manager: Jessie Roper
Business Manager: Lucy Biggs
Business Executive: Alex Karanicolas
Production Company: Good Oil
Director: Fiona McGee
Executive Producer: Sam Long
Producer: Claire Richards
Editor: Mark Burnett
Post Production: The Editors
Sound House: Rumble Studios
Thumbs up from me!
I hate this add, it’s not light hearted it’s cruel. I don’t think I will ever buy a Toyota because of this add. You should be ashamed of yourselves.
Looks about 40!
Sweet work Jack and Phil. It’s a charming little spot.
Mom? This is Australia. We say mum. You obviously spend too much time on social media of an American type.
Oh what a feel… the burn kids
Grandma looks like she could be the kid’s Mum. Nice gag though.
This is good
Nice, neat spot. Well done.
Can’t argue with that.
The grandma looks like their daughter at first glance and her clothes are too young for her.
Are you people serious? This is so contrived.
It never ceases to astound me what our fellow industry peers will have a crack at when theres nothing left to ‘rip to shreds’. Questioning the number of suits? The glam granny who takes take of herself and isn’t dressed like a cliche? I’m certainly older than the kids and my gran looks in as good shape. Would you like her with a walker, hair curlers pulling back layers of wrinkles and a frumpy nighty from floor to neck?
What is the point of these comments? What are you keyboard warriors achieving? Put your name next to your negative attitudes and let’s see what you’ll write when your boss knows its you.
This is a light hearted piece, well crafted with a soft storyline to stitch together the new car’s features. Well done Saatchi & Saatchi.
Really? Take away the contrived, convoluted storyline that tries to pack a short film into a short commercial and what does it say about the actual product? Nothing. If it’s news that the family-sized Kluger is now available in a hybrid, I for one only gleaned that from the PR blurb which prefaced the commercial. If SUV/4WD buyers are looking for a large vehicle that’s got a hybrid power plant they wouldn’t be any the wiser after watching this pap.
Coverage, casting, editing. All stink. Try harder
Love the ad – go the granny love! Kids are adorable too
Cracker. Grandma’s hot.
Nah, I get what you’re saying but agree that this misses the mark
Well if the only thing we’re squabbling over is granny, then I think that’s a pretty good result.
Well done S&S. And of course Fiona.
We’re all quick to take potshots at the casting, creative or director when the work is bad or confusing. But the decline of our industry really rests in planning. All this ‘insight-driven’ garbage is getting in the way of the ‘free beer’. Ooh young families love freedom. Great if you have a product with no tangible benefit, if not done to death. But what the heck does that have to do with ‘I can now get a family car in a hybrid’? What happened to benefit-led creative? You know, the stuff that doesn’t require 3/4 of the budget to be spent on colonic smoke blowing, is far more effective and memorable? Agencies are putting profit before product, when you go back to spending the majority of your budget on creative and production instead of everything else that doesn’t end up on the screen (and in the agency’s pockets) – you’ll move much more metal.
Why does no one put their name next to a comment? Is ‘ad land’ that scary? Are comments run by assassins with families to protect? Olive.
I reckon it’s a nice approach to the category. Simple & funny.
It is a great ad because it is a fun look at how a car can solve a common problem – that parents want an escape too.
It is also a great ad because it is memorable & it is already getting people talking. The comments I hear in the office are like, ‘We could never leave the kids… but we would love to sometimes’.
I think this is a very mean advert!! If it was real life think how those children would feel, preparing for an exciting holiday and their parents driving off without them. I know it’s only an ad but it is horrible!!!
I agree, Lorraine. I just saw this ad for the first time and it really upset me. Betraying the kids and poisoning their relationship with their grandma t00. It’s not even a tiny bit funny, it’s just horrible. I hope it is pulled off air.
Left a bad taste for me. Didn’t come across as light to me. Are the creatives that far removed from Australian culture to know that major breakdowns are happening to families who are dysfunctional and treat kid’s similarly? Speak to any counsellor if you need to be made aware!
Stuff Toyota if they are encouraging treating your kids with deception
Car might be good but ad stinks and left me feeling bad. Will look more intently at Mazda and Mitsubishi after that.
The car looks amazing! It is a fantastic colour!
I love how this ad shows off the features of the car – large boot space, apple connectivity, being hybrid and having room for a large family.
I also love the ad for the emotion it creates too. The excitement & anticipation when going away, as well as the sense of freedom and escape.
The cast do a great job and the kids are adorable. Terrific facials all round when grandma arrives and it’s time to leave.
I like the gag as well. Humour is a fantastic thing and makes the ad memorable.
A fantastic ad for me!
What a terrible ad….. selling a family car by ‘pulling the wool’ over their kids eyes and doing a runner…… Hardly even looking at the car…… gee those kids will remember their ‘non’ family road trip …….
Toyota prides itself on claiming Kluger is the car for the family. (Freedom meets family)
I hate the dishonesty shown by parents in this ad. What’s more, even Gran is drawn into this deceit.
The children are rightfully dreaming of family fun time, only to have their dreams shattered by dishonest , selfish parents.
My family would dearly love to own a fabulous Kluger. It would be used for the purposes Kluger claims… that of enjoying family experiences.
I couldn’t agree more!
Love it! Favourite Ad.
The Kluger looks amazing and what a really memorable and fun commercial.
Terrible ad. Would never consider Toyota and ad company – how pathetic.
Very funny! Car looks great too!
Awesome ad. He, he, he..
I’ve missed seeing this ad. Great to see it being aired again. Unless it was just me not watching tv as much. 🙂
I Hate this ad. It’s not funny – just awful! A car and a holiday is more important than your kids?? Really?? That’s how you sell a car now?? Buy a Tesla!!
I think the ad is in very poor taste. Shows the kids excited packing the car only to be left behind. Family! I don’t think so!
I hate this ad, it is terrible, mean, just pure mean, how anyone thinks it is funny is beyond me, I have purchased Toyota cars in the past, but will shop around in future.
Anti family – so selfish
Commercial is not family friendly. Why leave the kids when there’s plenty of room in the car for everyone?
As a mother of three I find this add horrible. I feel for the kids and would never want to do such a thing. It breaks trust and is cruel. It’s not appealing in any way. At the start the add shows exciting times that can be enjoyed using the family car with the family I loved it. The excitement of making memories but to then hurt your children with a lie. It’s abuse. Makes me feel sad and irritated every time I see it. Enjoy your children, they spread their wings in a blink of an eye.
My kids Dad used to do this to our kids. 2/3 now no-contact because of this sort of mean lying excluding behaviour. Great goal Toyota!!!!
Funny advert. Sounds like there a few people taking life to seriously, when reading some of the comments.
I am sure all parents live their kids but I bet most parents also have to admit they would love to escape the kids occasionally. Most people can relate to it but maybe some here do not want to admit it.
I believe it’s great funny advert. My favourite.
The car looks amazing and great to see its hybrid too.