- Toyota has unveiled a short film, titled “Getaway Driver,” as a part of the automaker’s latest national ad and media campaign supporting the Corolla Hybrid, in accordance with a press release. The effort was conceived specifically to focus on Gen Z and millennial consumers.
- The nearly-five-minute video prominently features comic-actor King Bach, who commands a large Instagram and TikTok following, and depicts the star desperately attempting to get away from a chainsaw-wielding killer before being rescued by a friend driving a Corolla Hybrid Nightshade automobile.
- The video premiered on Toyota’s YouTube channel on June 25, at which period King Bach was on-hand as a part of a live chat to have interaction with viewers. The short film was presented in partnership with SiriusXM and represents one other bid by Toyota to attach with a wider audience.
Given their limited expendable income and overriding concerns in regards to the environment, Gen Z and millennial consumers are likely a helpful goal by Toyota in the event that they are indeed prioritizing fuel efficiency over showiness and horsepower. Honda Civics and Honda Accords are currently the most well-liked cars amongst Gen Z and millennials, respectively, and the Toyota Corolla ranks because the fifth most-popular automobile amongst each groups, in accordance with Insurify.
With its popularity already established, the brand is taking a chance to boost its profile and personality among the many younger demographic with “Getaway Driver,” which might be amplified due to the appeal of King Bach, who commands 25 million Instagram followers and 28 million TikTok followers. The short film opens with the star, whose real name is Andrew Byron Bachelor, making a desperate try to escape from a rundown farmhouse within the woods while being chased by a chainsaw-wielding killer. After being phoned, a friend involves the rescue within the Corolla Hybrid Nightshade AWD and goes on to humorously describe the features of the automobile.
“Getaway Driver” is meant to represent a fresh approach for the Toyota brand, in accordance with release details, and will help it spark the interest of younger cohorts by leveraging talent popular among the many platforms they’re known to have interaction with.
“Sometimes, all of us have to stretch and push boundaries and just have a bit of fun. I feel this over‐the‐top, humor‐driven creative execution of Getaway Driver for the Corolla Hybrid Nightshade does just that,” said Jeff Buchanan, the brand’s vice chairman of selling and communications, in release details.
The campaign to date has found early success on Wall Street, at the very least. The automaker’s stock increased 3.4% within the early morning trading on Tuesday shortly after the campaign was announced, in accordance with The Motley Fool.
The latest move from Toyota marks one more effort to advertise its hybrid offerings. Earlier this month, the brand highlighted its all-hybrid 2025 Camry with a campaign, entitled “It’s a Vibe,” that leveraged the automaker’s Total Toyota (T2) marketing model that unites mainstream and multicultural ads. Other marketing from the corporate has included a campaign centered across the NFL draft featuring San Francisco 49ers quarterback Brock Purdy to advertise the 2025 Toyota Crown Signia.
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