Toyota NZ relaunches ‘Believe’ brand platform in new spot via Saatchi & Saatchi, New Zealand
Toyota 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.
Says 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.
“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
10 Comments
The writing is awful and forced. Bugger.
This is the most overly-scripted, wooden dialogue that I have ever heard in an ad, from start to finish. The fact that it came from the pen of an ECD is nothing less than shocking.
Have an idea, then write a script.
If you can’t say anything nice, then don’t say anything. I like the little girl’s Roland McDonald outfit.
@ Ann Ominous: I am Ronald McDonald’s evil identical conjoined twin.
I have no words. They used them all in the ad. Nice try.
I really felt Toyota’s core brand beliefs shine through in this piece. Truly.
I can barely contain my excitement for the further instalments to follow over the next couple of months.
…Pfft BAHAHAH
Get someone to CD the ECDs, perhaps?
When I was a lad, Paul Arden banned precocious children from appearing in ads – along with reflective sunglasses, and ads about ads.
What happened since his passing, that this is utter, utter drivel can be placed proudly before us, as if it’s a benchmark for real dialogue that we all should take note of?
The ECD’s should hang their heads in shame, then hand their wages back.
Why on earth would an agency like Saatchis PR this drivel? Sweep it under the carpet, apologise, and move on.