Toyota Genuine Accessories are ‘genuinely useful’ in latest work from Dentsu Creative

Toyota Australia is demonstrating the everyday uses of its Toyota Genuine Accessories in a new campaign from Dentsu Creative.

The campaign highlights how the accessories are “genuinely made, genuinely useful” for all Australians, from families and couples, to tradies and farmers, offering extreme durability that is not just the right fit for their Toyota vehicles, but the right fit for everyday uses as well.

Spearheaded by a 30 second TVC, the work showcases the Toyota Genuine Accessories in a number of scenarios, where a bull bar stands in for seating at a local AFL game, and a cargo mat makes the perfect baby change mat.

Vin Naidoo, chief marketing officer, Toyota Australia said: “Our customers choose a Toyota for its style, sophistication and technology as well as the world renowned quality, durability and reliability. It is these qualities they look for in accessories and Toyota Genuine Accessories tick every box. Toyota Genuine Accessories provide the assurance that it’s not just the right fit for their Toyota but also for the relentless demands of their life.

“Dentsu Creative’s campaign has beautifully articulated how Toyota Genuine Accessories are for everyone, transforming to be exactly what each Toyota driver needs.”

Scotty Glennon, Dentsu Creative creative director, said: “This campaign taps into how Toyota Genuine Accessories are such a key part of how all Toyota drivers experience and use their vehicles – from the Bullbar AFL stadium to the Carseat cover napkin, Toyota Genuine Accessories are the hero elevating your Toyota to the next level.

“Bringing Toyota Genuine Accessories to life in this campaign was such a wonderful creative task, to be able to bring emotion to how a vehicle, and its accessories, connects into our everyday lives has been a lovely process.”

Toyota shifted its media account to Publicis Group in 2021, with creative agency Saatchi & Saatchi continuing 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 launched on free-to-air television on Monday April 10, during 9 Network’s Lego Masters, and will extend cross outdoor, digital and social throughout May.


Chief Marketing Officer: Vin Naidoo
Snr Manager, Brand Communications: Andrew Wearing
Manager, Value Chain & Dealer Communications: Michelle Gulia
Manager, Passenger & Aftersales Communications: Taruna Aguru
Snr Communications Coordinator, Accessories: Jessica Cvetkovska
Accessories Communications Coordinator: Jen-Son Thong

Agency: Dentsu Creative
Executive Creative Director: Sarah McGregor
Creative Director: Scotty Glennon
Creative Director: Ruben Cirugeda
Creatives: Mathew Hine, Tosh Greenslade, Andrew Fisher
Snr Integrated Producer: Jodie Wright
Planning Partner: Tim Mottau
Integrated Client Lead: Andrew Black
Managing 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: James Ashbolt
Post: ARC
Post audio: Front of House
Casting: Northside Casting

Photographer: Jamie MacFadyen

Media: Spark Foundry


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