There’s something uniquely comforting about having choices, even in situations we plan not to use them. Think of when Monica Geller asked Rachell Green: “Wanna go hunting?”. Obviously not interested at all in the activity, Rachel would have liked to at least have the option to choose. On a similar humorous note, Toyota’s new ad highlights how delightful it is to have options to choose from, even if we don’t actually put them into practice. Promoting its new GR Yaris, the new campaign developed in partnership with independent agency HERO, tells us we don’t have to drive a car like a rally driver every day. However, “It’s Nice to Know It Could” soar through a seven-meter-high drive-thru if the driver wants to.
Toyota Australia’s new campaign spotlights the GR Yaris, a car built to glide smoothly from mundane daily commutes to extreme adventures. The HERO (pun intended) spot puts the car at the heart of the one-minute-long film, following the car in its quest to tackle any challenge along the way — even grabbing a meal from a seven-meter-high fast-food drive-thru window. Shot by Sam Walker of Exit Films, the video highlights the idea that car enthusiasts take pride in knowing that their vehicle can perform extremely difficult tasks, even if the drivers never push the car to those limits.
Vin Naidoo, Chief Marketing Officer, Toyota Australia, says: “We set out to capture the exhilaration that comes with a car and driver moving as one. With the GR Yaris, that visceral connection is immediate and instinctive, turning even the most ordinary roads into something extraordinary. The film is our way of letting audiences experience that sensation for themselves, not just in what they see, but in what they feel, even though the stunts are out of the realms of possibility for everyday drivers.”
“You’d never need to push a performance car like the GR Yaris to its limits during everyday driving, but there’s comfort in knowing you could rather than needing it to. We’re proud to partner with Toyota and Exit to bring this insight to life in a bold and memorable way,” concludes Shane Geffen, Executive Creative Director at HERO.
The multichannel initiative runs across TV, BVOD, SVOD, cinema, digital, OOH, and social, and is supported by gamified environments and a behind-the-scenes content series. The stunt was shot in Williamstown and Parwan Ride Park, where the GR Yaris roamed free, syncing its daring maneuvers to Amyl and The Sniffers’ song “Hertz.”
CREDITS
Brand: Toyota Australia
Agency: HERO
Director: Sam Walker
