Toyota
Go where the story is.
Category
Broadcast / Brand Campaign / Automotive
Campaign platform
Go where the story is.
New portfolio concept
Real client relationship. New creative execution.
Strategic idea
Cars are rarely the destination. They are the thing that makes the detour possible.
This platform sits comfortably beside “Let’s Go Places” by focusing on the human reason we go — and on everything that goes wrong on the way.
Creative device
The destination isn’t the story.What happens getting there is.
Inbox version
Subject line
The trip wasn’t supposed to include a thunderstorm
Good thing the car didn’t mind.
Go where the story is.
The plan was simple.
Leave at eight.
Get there by noon.
Lunch somewhere decent.
Home before dark.
Then somebody saw a roadside fruit stand.
Someone else said the scenic route looked faster.
It wasn’t.
The dog discovered an open window.
And somewhere around 4:17, the sky opened.
The plan didn’t survive the day.
Fortunately, the story did.
Nobody remembers the Saturday that went exactly according to schedule.
Go where the story is.
Toyota — Let’s go places.
Start the drive
“Nobody remembers the Saturday that went exactly according to schedule.”
Execution 01 — OOH
Hero executionYou can’t havea road storywithout the road.
Toyota.
Execution 02 — digital — out of home
Your couch has never once said,“You had to be there.”
Toyota.
Placement — city centre, night.
Creative rationale
Automotive advertising tends to sell arrival: the overlook, the parked shot, the perfect weekend.
Real families remember the wrong turn. Write the wrong turn and the vehicle becomes the reason the day survived.
→View the 30-second spot
30-second broadcast
A Toyota sits in a driveway.
Nobody has decided anything yet.
Inside the house, a family debates what to do.
Nobody agrees.
The car pulling away.
Still nobody agrees. They left anyway.
A roadside fruit stand.
They buy more peaches than anyone can eat.
A wrong turn.
It becomes the good part.
Dog with its head out the window.
Happiest passenger in the car.
A small-town diner.
Pie. Obviously.
Rain.
Everyone running through it laughing.
Driving toward the sunset.
“We left the house looking for something to do.”
Beat.
“We came home with something to talk about.”
Toyota.
Go where the story is. Let’s go places.