Toyota leverages safety and cleaner technology with new brand campaign

Toyota Australia has launched a new brand campaign, ‘In Our Nature’, to promote its commitment to a “cleaner and safer” future.

The campaign, launched via Saatchi & Saatchi, features two TV spots highlighting the auto brand’s safety technology, Toyota Safety Sense, and its 25-year history in alternative fuel technology innovation.

‘All of us’ builds on Toyota’s commitment to safety in car technology, stating that it is all of our responsibility to keep each other safe. The second spot, ‘Box Car’ celebrates the brand’s hybrid-electric fuel alternatives.

Toyota Australia chief marketing officer, John Pappas, said: “Our belief is that world-class safety technologies should be available to everybody; and similarly, alternative fuel sources should be accessible to everyone, demonstrated by our leadership in hybrid technology and the recent introduction of the next generation Mirai Fuel Cell Electric Vehicle. We are always striving to continuously improve.”

Last month, a survey by Carsales showed that most Australians still find themselves priced out of electric vehicle models, despite 2021 seeing growing interest from Australian consumers, with a 33% year-on-year increase in search queries for hybrids and alternative vehicles in the month of April.

The research listed the cost price of EVs as being the main factor taken into consideration with 42%, and vehicle range coming a close second at 39%.

Mike Spirkovski, chief creative officer at Saatchi & Saatchi Australia said: “As one of the most trusted and popular brands in Australia, Toyota is always looking at ways to improve and develop better products for its drivers. Safety is just one area that has been democratised by Toyota across most models, giving Toyota drivers access to best-in-class safety standards.”

Spirkovski continued: “Our recent campaign aims to inform Australians about Toyota’s commitment to constantly improving. As humans, it’s in our nature to protect each other’s safety; just as it’s in our nature to look ahead, innovate and reduce our Co2 emissions for a cleaner future for all.”

In March, Toyota consolidated the majority of its accounts with Publicis Groupe, with Spark Foundry landing the media account for Toyota and Lexus, and Saatchi & Saatchi retaining the creative. This move ended a more than 20-year relationship with The Media Store as the agency handling the media account.

The Media Store remained on media strategy for this campaign.

Last week, Toyota Australia launched ‘Breaking Point’, an integrated campaign ahead of the 2021 Tokyo Olympic Games, leveraging its work with Paralympian Ryley Batt and showcasing the event’s “Mobility For All” philosophy.

Both films were shot by Revolver Film’s Stephen Carroll, with the integrated running across broadcast, digital, OOH and in-store.


Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Marketing Communications – Brand & Commercial Vehicles: Matt Tannock
Manager, Communications – Commercial and Brand: Jeremie Smith
Senior Brand Communications Coordinator: Michelle Gulia
Senior Brand Communications Coordinator: Suhailah Davies

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter, Pierro Ruzzene, Flavio Fonseca
Senior Art Director & Senior Copywriter: Adam Ferrie & Peter Cvetkovski
Executive Producer: Lucy Trengove
Senior Integrated Producer: Holly De Roy
Producer: Zena Bartlett
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Account Director: Damiano Di Pietro
Planning Director: Joe Heath
Snr. Account Director: Zoe Kypros
Account Director: Tom Collier
Account Executive: Elina Nassif

Media Agency: The Media Store

Production Company: Revolver
Director: Stephen Carroll
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Kat Latour
Director of Photography: Jeremy Rouse
Production Designer: Seth Aitken

Post Production: ARC
Editor: Jo Scott
Colourist: Ben Eagleton

Music Composition: Ballad
Audio Post Production: Ballad & Squeak E. Clean Studios


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