Toyota
TOYOTA 4RUNNER RELAUNCH
The Issue
We had our hands full when we launched the redesigned 4Runner. In an aspirational category where everyone is talking about how rugged their vehicle is, we had to reintroduce the 4Runner is a way that made it stand out. In other words, rugged in a different way.
The Idea
While our competitors were busy telling people how their tough SUV could take them off road or up the hill, we took the category to a whole new level. We enlisted one of the world’s great explorers as a spokesman, and suddenly we were playing in a field by ourselves. Other SUVs made you feel rugged. A 4Runner made you feel like Sir Edmund Hillary. Game over.
The Results
The campaign got a ton of attention, and sales followed. They were up over 40% from the previous model year, and increased again the year after launch.
PRESS
ESPN 25TH
The Issue
To celebrate ESPN’s 25th, we wanted to do something a little different. As an official sponsor, Toyota wanted to both promote their products and salute ESPN.
The Idea
Rather than just focusing on the vehicles or ESPN, we merged their worlds, putting Toyotas into the sports world in a funny, self-effacing way. We even used actual ESPN announcers to do the “play-by-play.”
The Result
Of all the sponsorship advertisers, Toyota’s work stood out. The campaign got some press, and “Hurdles” was selected in
Adweek’s Best Spots.
PRESS
TOYOTA SIENNA LAUNCH
Creative Director
The Issue
In a crowded field with established favorites, we had to break in and make some news. Never easy. Especially since the Sienna had been around for awhile, and even though it was a re-model, it still felt somewhat familiar.
The Idea
One thing about the category was the similarity in strategy across the board. In an effort to make people feel better about driving a minivan, our rivals were attempting to portray them as cool, sexy vehicles. So we took the opposite approach. We leaned into the fact that people bought minivans for kids, and that a minivan that made kids happy would do the same for them.
The Results
Sales were up 87% over the previous model year, then increased again for two straight years. The campaign also gained significant press attention and won numerous awards, including an Effie for effectiveness.
PRESS
MISC.
A few more favorites from my time as CD on Toyota.
