The March Sales Event is all about turning your exciting dreams into reality with a new Toyota. We put our twist on the established imagination campaign by using different parts of the vehicles as an actual portal into the imagination in this :30 broadcast spot.
Agency: Saatchi &Saatchi
Senior Art Directors: Andrew Bae and Avery Young
ACDS: Tess Maguire and Logan Sheets
GCDS: Leo Circo and Sandra Luciano
Director: Matthew Swanson with Epoch

People are worried about making the most of the final days of summer, but summer doesn’t have to end with a new Toyota from the August Sales Event. In this broadcast spot, Jan uses her phone, and lots of emoticons, to swipe us into all the exciting summer things you can still do with a new Toyota. Plus, we squeezed a bit more out of the campaign with a radio spot that keeps the summer fun going.
Agency: Saatchi &Saatchi
Senior Art Director: Andrew Bae
ACDS: Justine Massa and Donovan Le
GCDS: Leo Circo and Sandra Luciano
Director: Jess Coulter with O Positive Films

RADIO:

The December Sales Event, more widely known as Toyotathon, leans into the excitement of the holiday season. So we used a live greeting card visual technique to capture all the fun things customers can do this season with a new Toyota for our broadcast spot. We worked with Nant Studios for Toyota’s first virtual production shoot on the volume stage. We even got our spokesperson Jan on Santa’s podcast, where he interviewed her about the joys of Toyotathon for radio.
Agency: Saatchi &Saatchi
Senior Copywriter: Christian Ianniello
ACDS: Randy Quan and Jerry Underwood
GCDS: Leo Circo and Sandra Luciano
Director: Baker Smith with Harvest

RADIO:

SOCIAL:
We used Jan’s charm and improv skills to make some festive TikToks that leaned into the trends of the season.

BONUS REACTIVE SOCIAL:

When Iris by the Goo Goo Dolls went viral on social as a backdrop to people posting photos of themselves in the 90s, we thought there was a natural way to throw back some of our beloved Toyotas with old photos of Jan. We pitched it on a Friday, got client approval on Sunday and by Monday we had the 90s photos of Jan. My partner and I found heritage vehicles on Toyota’s newsroom and put both photos into Gemini to create the scenes before sending off to an editor to add the music BA was able to secure and post it on Instagram that same day. Our followers loved it, getting nostalgic for their old Toyotas in the comments.