Much to the excitement of fans across the country, the marketing campaign for the all-new 2020 Toyota Highlander has officially kicked off. The “GO HIGHLANDER” campaign will highlight the best-selling retail model in the midsize SUV segment standing apart from the rest thanks to its unique combination of power, sophistication and functionality.
The “GO HIGHLANDER” campaign for the fourth-generation benchmark SUV will feature Highlander and Highlander Hybrid models that speak to the vehicle’s performance, dramatic new design and sophisticated detailing, making it the ultimate vehicle for those who are at the center of making memories.
“We hope the campaign inspires our guests to live their lives with no compromises while going above and beyond for their version of ‘family’”, said Ed Laukes, group vice president, Toyota Marketing, Toyota Motor North America. “The all-new Highlander gives our guests the ability to go wherever they’re needed, which inspired the ‘GO HIGHLANDER’ campaign.”
“Heroes,” a humorous and action-packed :60-second spot featuring actress Cobie Smulders and the all-new Highlander, ran in this year’s Big Game and officially kicked off the campaign. The spot was created by Saatchi & Saatchi.
The fully-integrated Highlander campaign was developed using the Total Toyota (T²) model which provides multicultural insights aimed at a transcultural mainstream audience. T² features a blended and cohesive marketing approach inclusive of multicultural marketing, bringing together its agencies into a total market model. The T² agency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with Zenith placing TV and outdoor media buys.
Matching opening and closing sequences and production features showcase a unified style across all creative throughout the campaign spots, which are highlighted below:
In Burrell Communications’ “Top Hat,” directed by Daniel Azancot, a group of fashionable women use the all-new Highlander to ‘show up and show out’ at a premier event. In “Home Team,” a family featuring four generations and baseball legend Jim Robinson celebrates togetherness, baseball, and their proud family legacy. The spot was directed by Antony Hoffman.
“Allies,” created by Conill Advertising and directed by Albert Uria, features the unapologetic fun that comes from always being there for your group when it matters most at milestone moments such as sending a loved one off to college.
Intertrend created two Highlander Hybrid spots for the campaign: “Arrival,” where a heroine puts her cultural pride on display as she and her family shine on the red carpet; and “Sweethearts,” where an intergenerational family turns a simple trip into a grand gesture of love that will be remembered for years to come. The spots were directed by the duo known as Skinny.
In the spots created by Saatchi & Saatchi and directed by Dante Ariola, “Rocket,” features a diverse group of daring and determined young girls on an inspiring mission in their Highlander Hybrid. “Knights” highlights a group that goes above and beyond for their friend on his wedding day by giving the couple something unforgettable.
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