Saatchi & Saatchi launches new Toyota Kluger campaign with parents ditching the kids for a drive

Toyota has launched a campaign by Publicis’ Saatchi & Saatchi to promote the new Toyota Kluger Hybrid, positioning it as a vehicle that the whole family, including parents, will enjoy.

The “Where Freedom Meets Family” spot sees the parents ditch their kids with their grandma to drive the car.

The integrated campaign, directed by Fiona McGee at Good Oil, will run on broadcast television, digital, point of sale sponsorships and CRM.

Last month, Toyota handed both its creative and media accounts to Publicis. Saatchi & Saatchi was selected to continue to lead Toyota’s brand and select portfolios.

The new campaign comes at a time where automotive manufacturers have recorded significant sales increases. Figures from the Federal Chamber of Automotive Industries (FCAI) show an increase in vehicle sales year-on-year for the month of March, up 22.4% to 100,005 from 81,690 the previous year. Toyota was the leading brand with a 21.3% share of the market, totalling 21,319 vehicles sold.

John Pappas, chief marketing officer at Toyota Australia, said: “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.”

Mike Spirkovski, chief creative officer at Saatchi & Saatchi Australia, said: “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


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