- Toyota enlisted multiple agencies to craft creative in support of the rollout of its recent Grand Highlander SUV, in line with a press release.
- The campaign, titled “Life’s Grander in the Grand Highlander,” features spots from Conill Advertising, InterTrend Communications, Burrell Communications Group and Saatchi & Saatchi. The integrated effort was guided by the automaker’s Total Toyota (T2) strategy that strives for cohesive marketing in each multicultural and mainstream messaging.
- Ads will appear across linear TV, digital video and content, cinema, programmatic, paid social, audio and search channels. Partners on the initiative include Bustle’s “Camp Romper,” Moveable Feast, Amazon, Uber Eats and The Weather Channel.
Toyota is bringing a unified technique to its multichannel push across the Grand Highlander, a recent SUV model that claims to be the marketer’s strongest midsize offering to this point.
The campaign taps several agency partners, including those focused on mulitcultural audiences, but aligns around a single messaging platform in T2, with a heavy emphasis on how the vehicle supports essential family moments. The cohesive marketing approach speaks to how some brands are attempting to interrupt down silos between their mainstream campaigns and people tailored to specific demographics as diversity and inclusion turn into larger mandates in the industry.
In “HBCU Tour,” from Burrell Communications Group, a Black family reviews which college their son might attend while driving around in the Grand Highlander, with each parents expressing pride in their alma mater. The spot was helmed by Kenya Barris, of “Black-ish” fame, making his industrial directing debut. Conill Advertising’s “Labor” follows a Spanish-speaking family as they rehearse attending to the hospital in a timely fashion for a baby delivery while juggling picking up multiple members.
Saatchi & Saatchi’s “Slamming Doors” and InterTrend Communications’ “Yes Day” carry shared themes of familial connection and light-hearted humor. On the product front, the commercials highlight the roominess of the Grand Highlander, which boasts a more spacious third row. The vehicle also comes in hybrid variants which might be a part of Toyota’s “Beyond Zero” goal of reaching carbon neutrality.
Toyota is running media around marquee programming, including “Thursday Night Football” and “Sunday Night Football,” high-profile soccer matches and the Billboard Latin Music Awards. Hulu, YouTube, Max, Sensical and Pandora served as digital partners for the hassle, while paid social will run across TikTok, Meta, Snapchat, Reddit, LinkedIn and Pinterest.
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