Saatchi & Saatchi’s new campaign for Toyota RAV4 suggests ‘some things in life can wait’
Toyota Australia’s latest RAV4 ad campaign, via Saatchi & Saatchi Sydney, challenges the preconception that young couples buy an SUV only when they are about to start a family.
The spots, directed by Prodigy’s Tim Bullock, make it clear that the main reasons for a young couple purchasing a RAV4 are its fun, performance and lifestyle.
A series of TVCs shows hopeful “grandparents-to-be” holding pink booties and painting a nursery – mistakenly believing that the young couple’s purchase of “a sensible SUV” is “a sign” of an imminent baby announcement. Instead, the young couple enjoys their RAV4 – driving and listening to their music as well as playing beach cricket and buying fast food with their friends.
Their attitude is summarised by the tagline “Some things in life can wait.”
Toyota Australia divisional manager national marketing Scott Thompson said RAV4 buyers have an energetic lifestyle and have a passion for the outdoors.
Says Thompson: “The Toyota RAV4 is engineered for adventure, delivering the practicality
demanded by owners – whether they’re cruising the highways or roughing it off the beaten track. Buying a RAV4 reflects an attitude – that you’ll do what you want when you’re good and ready.”
The campaign began with 2 x 30″ TVC’s and will be supported with an extensive print, outdoor and online schedule.
Creative Agency: Saatchi & Saatchi, Australia
Creative Director: Steve Carlin
Copywriter/Art Director: Jon Burden
Nils Eberhardt: Art Director
Steve May: Senior Copywriter
Group Business Director: Ben Court
Senior Business Director: Amy Turnbull
TV Producer: Kia McEvoy
Production Company: Prodigy
Director: Tim Bullock
Production Co Producer: Marge McInnes
Media Agency: TMS
Exposure: Free to air TV, pay TV, Print, Online, Outdoor
Client: Toyota Motor Corporation Australia
Divisional Manager, Marketing: Scott Thompson
Corporate Manager, Marketing: Adrian Weimers
Manager, Advertising: Noni Rosengren
18 Comments
Please stop taking surfboards out from the back of cars.
And while you’re at it, get off of Palm Beach with your bloody SUV.
I viewed both spots, then lapsed into a sugar coma. Cute as.
Actually a pretty nice idea, but bland dated execution.
I have never pulled a surfboard out of the back of a car
Well I like ’em. Nice one guys.
Quality thought, well executed. Nice one.
What’s wuf the Kiwi uksunt?
“that’s unnecessary keith.”
bahahaha.
lovely jovely. Very nice. I feel warm on the inside n’ stuff.
I really like the insight here, it’s a bit of fun and a change from the norm.
However I cant help but feel with both ads that the endings haven’t been tied up/ closed properly. I can’t say what it needs but I just get the feeling it needs something else. Maybe because the punch line is released so early it tails off.
Overall though good work, but yeah surfboards on back seats nah.
Really like. Noice.
5.39pm??? What exactly is the insight?
This is awful… and punchline?
…change from the norm…..????
Confused….
Am I conscious….
hmmm. bet they wish they were VW right now.
Sugary trash.
Nice to see something a little different for a change. Well done.
When’s the baby due then..
(nicely executed)
“Some things in life can wait”
End on picture of Toyota SUV.
Ergo: Buying a Toyota SUV can wait until you have kids.
“Nice to see something a little different for a change. Well done.”
That’s a Saatchi comment, as are any comments with the words ‘well done.’
Strange re-positioning of a car that used to stand for everything this ad doesn’t.
I notice you dont list the actors in the advert, is the grandma to be, Carole Skinner?