Dentsu Creative launches new platform for Toyota Genuine Service

Toyota Australia is celebrating the milestone moments of car ownership in the first work created for the company’s car maintenance brand Toyota Genuine Service under Dentsu’s newly consolidated creative offering, Dentsu Creative.

The Toyota creative and media accounts were handed to Publicis Group in 2021, with creative agency Saatchi & Saatchi to lead brand and select product portfolios, alongside BWM Dentsu, which held onto the brand’s retail work, with HERO also added to the creative roster for select product portfolios. Dentsu first took on the Toyota retail account after acquiring Oddfellows in 2014.


The campaign is the first major work launched publicly by Dentsu Creative, since Dentsu’s creative brands merged in June.

The new platform taps into the emotions of car-ownership and maintenance, highlighting the connections between drivers and their car, and how Toyota’s services can preserve the love and trust for a car, kilometre after kilometre.

Toyota chief marketing officer, Vin Naidoo, said: “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.”

Ruben Cirugeda, creative director at Dentsu Creative, said: “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 was launched on free-to-air television on Sunday 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: ARC
Post audio: Front of House
Casting: Northside Casting


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