Toyota reminisces on electric history via Saatchi & Saatchi

Toyota Australia has launched a new masterbrand campaign highlighting its 25-year history of electrification, via Saatchi & Saatchi Australia.

The campaign builds on Toyota’s “In Our Nature” platform launched with Saatchi & Saatchi in 2021, shortly after the automotive brand consolidated its accounts with Publicis.


The campaign showcases Toyota’s electric offering over the past 25 years, starting with Prius.

Vin Naidoo, chief market officer, Toyota Australia, said: “Toyota has been a leader in innovation and providing electrified vehicle solutions for over 25 years, and continues to do so, with an ever-expanding electrified product suite, including innovations in alternative fuels like hydrogen. This campaign is a reminder of our commitment to continuing to deliver electrified and sustainable options for Australians.”

Simon Bagnasco, head of creativity, Saatchi & Saatchi Australia, added: “As the take-up of electrified vehicles continues to grow, we wanted to celebrate the 25 years of electric innovation Toyota has helped pioneer. Not just to celebrate the great work Toyota has already done, but to look forward to what’s coming next on Toyota’s journey to a lower emission future.”

The campaign rolls out across broadcast, digital, OOH and in-store.


Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Communications Coordinator: Britt Hennessy
Senior Brand Communications Coordinator: Braden Churcher
Brand Communications Coordinator: Amber Mottram

Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Creative Director: Lee Sunter
Creative: Ryder Stevens, Mac Wright, Robert Gooden
Executive Producer – Head of TV + Content: Michael Demosthenous
Senior Broadcast Producer: Jules Jackson
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Business Director: Damiano Di Pietro
Snr. Business Director: Zoe Kypros
Snr. Business Manager: Lauren Sotelo
Business Manager: Elina Nassif

Media: Spark Foundry

Production Company: Revolver
Managing Partner/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Director: Stephen Carroll
Producer: Alex Taussig
Director of Photography: Sam Chiplin

Stills Photography:
Photographer: Josh Robenstone
Producer: Harrison Mark, Amy Henderson
Post Production: Prodigious

Post Production:
The Editors: Bernard Garry
VFX: Blockhead
Colourist: Ben Eagleton

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


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