Japanese car manufacturer Toyota is taking a “refreshingly comedic look” at the diverse lives of Corolla owners in a wide-ranging new campaign.
Developed in collaboration with London agency T&P, the work will be centred around a hero 30-second spot that examines how the Corolla has “effortlessly” integrated itself into the tapestry of British life.
The brand’s film will be supported by a series of six shorter spots, which will appear across video-on-demand platforms and YouTube, positioning the Corolla as the car “for everyone.”
“The Toyota Corolla is a fantastic car, and while it’s in an increasingly competitive segment, we have 50 million customers around the world who agree,” says Rob Crilley, at Toyota UK.
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“Our brief was simple: create a new marketing campaign, UK originated, that asks people to re-evaluate Corolla. This campaign is authentic, with a dash of Brit wit, and just like the Corolla, which pleases a wide range of people, we hope this campaign does too.”
https://vimeo.com/1091799480?share=copy
With the primary asset set to be pushed out to broadcast TV, the multi-platform approach has been prioritised in order to maximise awareness, and according to Toyota, “forge a deeper emotional connection” with UK consumers.
A creative at T&P added: “When I saw the brief, I was overjoyed, the most sold car ever. Rarely do propositions come so single-minded. This gave us the chance to tell simple, human, and entertaining stories, and the product did the rest of the selling for us.”
