Toyota

"Calling All the Heroes"

Client: Toyota
Role: Television


Celebrating the true
Aussie hero


The dads of suburbia who calm the kids, romance their spouses and pick up after their dogs.

We were tasked with a mission of critical importance to our client – develop a new strategy to reignite Australia’s relationship with Camry. We needed to create an emotionally compelling reason for people to consider Camry, and tackle the ‘cardigan and comb-over’ image problem. Our insight came from taking a good look at our audience, middle-aged Australian men. They are our dads, our brothers, our colleagues and our teammates. While some may say that their lives seem mundane or repetitive, we preferred to take the view that they are pretty awesome. Their ‘glory days’ may be behind them, but they now have the confidence born of knowing who they are. So we leant into the truth and based the campaign on this potent insight – true of both car and driver. We were going to proudly come out in favour of families and rally behind reliable. Yes, it’s time to celebrate sensible!


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