Toyota NZ relaunches 'Believe' brand platform in new spot via Saatchi & Saatchi, New Zealand

Toyota_01.jpgToyota New Zealand has refreshed its enduring brand platform "Believe" in a new campaign that highlights and celebrates Toyota's belief in growing and supporting the best of Kiwi life via Saatchi & Saatchi, New Zealand.

Featuring an optimistic young girl named Billie and her loving Grandad, each spot gently brings to life Toyota's core brand beliefs, while also highlighting Toyota's commitment to New Zealand through its sponsorships and community commitments.

VIEW THE SPOT
Toyota_02.jpgSays Andrew Davis, GM of used vehicles and marketing, Toyota: "We launched our Believe branding in 2009 and it has provided a great vehicle for expressing our organisation's values to stakeholders and customers.Toyota_03.jpg

"As our Believe branding matures, we have been able to express these values through our actions and partnerships. The latest of these is our new campaign which has further evolved Believe to be more future thinking - and the playful dynamic between Billie and her Grandad provides the perfect environment."

Says Corey Chalmers, joint ECD, Saatchi & Saatchi: "We were asked to bring the Believe principles to life in a typically Toyota way - through character, story, charm and magic moments. The new campaign is designed to show how Toyota's beliefs are reflected in everyday Kiwi life, through the endearing characters of Billie and Grandad. It was a joy to bring to life thanks to Kevin Denholm who has directed many Toyota campaigns over the years."

The campaign launched on Sunday night with further instalments to follow over the next couple of months.

Client: Toyota New Zealand Limited
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis
Manager Marketing: Susanne Hardy

Creative Agency: Saatchi & Saatchi
Managing Director: Paul Wilson
Creative & ECDs: Corey Chalmers and Guy Roberts
Head of Strategy:  David McIndoe
Senior Producer: Joshua Forsman
Business Director: Susie Darling
Account Director: Amanda Brittain
Motion Graphics: Tomas Cottle

Production Company: Exposure
Producer: Jess Milne
Director: Kevin Denholm
DOP: Ginny Loane
Editor: Sam Brunette
Colourist: Ben Eagleton

Music & Sound Design: Mahuia Bridgman-Cooper & Shane Taipari @ Franklin Road
Photographer: Fraser Clements @ Match Photography
Retoucher: Andy Salisbury

Media: Starcom
General Manager: Sally Falconer
Business Manager: Toby Yonge

12 Comments

Saatchi Is Back! said:

Great work, really fun warm spot. Brave client to buy work with no cars. Bring back brand love! Well done Saatchi and Toyota.

Totally Not a Saatchi Suit said:

Wow just wow. Really adventurous stuff from the client and the agency. You're bringing brand love back! Love it how you got the strategy into every line of dialogue. Beautiful stuff guys.

Obvious said:

Okay, smart to get in first, but obviously an internal poster above.
That thing is unauthentic tiresome and annoying.

Petroleum sniffer said:

What's wrong with showing a car? This brand values stuff needs stamping out.

Trash Can said:

I thought I said leave this script with me.

Ann Ominous said:

I was just about to think that this Saatchi's spot for Toyota was utter shite and then write something mean about it. But then I saw Saatchi's enthusiastically upbeat first two posts and all of my doubts and dark thoughts vanished. It's like a Jedi mind trick. Also, I found myself feeling a bit peckish halfway through this heartwarming short film. I think it was because again, you had subliminally played tricks on my mind by wardrobing the girl as Ronald McDonald? Saatchi's NZ - you really are the obi wankernobis of mass manipulation. Thank you.

Wow said:

That brand deserves so much more.
Why didn't you just read the strategy out?

Horrific said:

despite the fake comments above this spot isn't brave, ambitious or good.
How do you make a young girl so unlikeable?

Grand Tourist said:

It goes on and on and on, I'm still waiting for it to end.

Really? said:

Jesus this is terrible. Boring conversation. Wooden acting. No emotional moments at all. How did something this bad get made?

Thank god I don't work at saatchis said:

Oh wow. That was cheesy. And bad. Very bad.

Man O Man said:

Too much strategy, not enough brilliance - just like that Hilux yawn.

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