Toyota reveals all-new Corolla Cross SUV via HERO

HERO and Toyota have launched the latest work for the Toyota Corolla brand, celebrating the release of the All-New Corolla Cross SUV.

The new work, which was initially revealed at the 22 AFL Grand Final last month, builds on the ‘Never Stop Smiling’ positioning launched by HERO in its first work for the Corolla brand earlier this year.


According to HERO executive creative director, Shane Geffen, it was this positioning that laid the foundation for the success of the latest iteration.

“Never Stop Smiling was all about repositioning the crowd favourite Corolla into a more emotional and future-facing lens, and this latest campaign has become the extension to this. We wanted to convey the confidence the All-New Corolla Cross can give you, which is ultimately why we enlisted the help of one of the most confidence-inducing tracks of all time,” said Geffen.

Set to the classic Queen track ‘Flash’, the 60-second spot affirms that “confidence comes standard” with the All-New Corolla Cross.

HERO client services director Richard Hayes said: “We were thrilled to team up with Toyota to create this celebration of the legacy the Corolla carries coming together with the excitement of a new era for the car, through the launch of the All-New Corolla Cross.”

Toyota Motor Corporation Australia chief marketing officer Vin Naidoo added that the campaign is a tribute to the confidence the Corolla brand instils in drivers around the world.

“Renowned as the world’s most popular car, Toyota has sold over 1.5 million Corolla vehicles in Australia, and the release of the All-New Corolla Cross is a powerful continuation of that legacy, while diversifying our offering in the local market,” Naidoo said.

“Our Confidence Comes Standard campaign combines the confidence Corolla cars continue to instill in drivers globally, with the freedom our drivers will feel in other aspects of their life through a vehicle that is jam packed with invigorating capabilities.

Being all about executing with conviction and celebration, the 2022 AFL Grand Final was the perfect place to officially launch this new campaign.”

The campaign was not the only Toyota work to launch at the AFL Grand Final, for which the brand has naming rights, with Saatchi and Saatchi’s new brand work for Toyota Hilux also taking centre stage.

Following the new Corolla campaign’s ‘special edition release’ for last month’s 2022 AFL Grand Final, the campaign will rollout across TV, online, radio, social media and out of home platforms, as well as the Toyota Australia Dealer network in the coming months.


Client – Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo
Snr Manager, Brand Communications: Andrew Wearing
Manager Communications – Passenger & Aftersales: Taruna Aguru
Senior Passenger Communications Coordinator: Burhan Al-Rashid
Senior Passenger Communications Coordinator: Ben Casagrande
Passenger Communications Coordinator: Grace Cheah

Agency – HERO
CCO: Ben Coulson
ECD: Shane Geffen
CD: Andrew Woodhead
CD: Pat Langton
Copywriter: Will Fox
Chief Strategy Officer: Simon McCrudden
Senior Strategist: Tallon Maison-Kane
Client Service Director: Richard Hayes
Group Business Director: Charlie McDevitt
Business Director: Lucy Bell
Business Manager: Johnny Lwin
Lead Broadcast Producer: Roz Ruwhui
Producer: Douglas Pope

Production Company – Good Oil
Director: Adam Stevens
Executive Producer: Juliet Bishop
Producer: Chana McLallen
DOP: Ross Giardina

Sound Design & Music: Rumble Studios

Media Agency: Spark


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