Toyota Australia launches new Corolla brand platform in first work from HERO
Toyota Australia has launched a new brand platform for the Toyota Corolla in what is the first major campaign by independent creative agency Hero since its appointment to the automotive brand’s agency roster in 2021.
The new platform also marks the first major campaign under new Toyota Australia CMO Vin Naidoo, who was appointed to the role in January this year, after the departure of John Pappas.
The new campaign created to launch the ‘Never Stop Smiling’ platform signifies a repositioning of the iconic Corolla brand through a more emotional and future-facing lens.
Spearheading the campaign is a 60-second spot that sees a stressed protagonist run to her car in the heavy rain, with the weather transforming as she enters the car. The joyous car ride evolves into a musical number as a rainbow appears in the window and each person she drives by dances in sync to jazz classic ‘When You’re Smiling’. The theatrical performances from street side dancers and public servants breaks out into a flashmob as the ad culminates, with the illusion quickly shattered as the woman exits the vehicle back into the misery of the rain.
Naidoo commented, “The Toyota Corolla is one of Australia’s most recognised and well-loved vehicles, having sold over 1 million cars nationally and over 50 million worldwide since its initial release.”
“The HERO campaign encapsulates the joy this iconic vehicle has brought to drivers across the country over the years, who have fallen in love with its distinctive features, innovative technology, engaging driving dynamics and well-documented reliability and durability,” he said.
HERO chief creative officer, Benjamin Coulson said, “For decades Corollas have been putting a smile on Aussie faces, we thought it was time to return the favour.”
HERO was first appointed to the Toyota account in March 2021 and is part of Toyota’s Australia’s roster for select product portfolios, alongside Saatchi & Saatchi and other agencies.
Credits
Client – Toyota Motor Corporation Australia
Creative Agency – HERO
Media Agency – Spark Foundry
CAD Rendering – Rotor Studios
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