10 years on – Saatchi & Toyota revisit Thames

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Saatchi & Saatchi has released the next instalment in the Toyota Signature Class story, picking up with the amazing workers of the Toyota Plant in Thames, more than a decade on. 

Featuring a number of familiar faces, the story continues with the Thames plant workers taking centre stage once more, taking the viewer on a tour of the numerous checks and processes each car must go through, before it’s worthy of carrying the Signature Class badge.

“While it’s clear that some of the technology has changed, the commitment and character of 70 people who care for each car is the same today as it was then,” said Toyota NZ general manager Andrew Davis.

Saatchi ECD Corey Chalmers said: ”Toyota Thames Vehicle Operations is a wonderful thing – it’s like the best of NZ bottled up in one place.

“It’s been over a decade since NZ last checked in on them, but the story and the spirit is as strong as ever – and happily, there are some familiar faces still there too.

“We were proud to go back alongside the incredible Kevin Denholm and bring to life the truth that with Toyota Signature Class, every car is cared for.”

Andrew Davis said: “This campaign was centred on how important it is to provide high quality and reliable used vehicles for New Zealand motorists. The unique difference for Toyota Signature Class is that every car is meticulously cared for by people who have a strong spirit, focus on constant improvement and take a huge amount of pride in their work.

“They are fantastic products and it’s easy to see how it all comes together when you are at the Thames facility – the big challenge for Kevin and the Saatchis team was to capture this in their creative!

“Like all of our marketing, it was also important to recognise that we are a local brand that are proud of the unique work that Kiwis do and I think this campaign has been able to show this whilst capturing the honesty and humility of a group of people that really enjoy what they do.”

The campaign aired for the first time on Sunday night and will run across TV, digital, press and point of sale.


Client: Toyota New Zealand Limited
CEO: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis:
Manager – Marketing, Marketing – Operational: Susanne Hardy:
Team Leader – Operations, Marketing: Jamie How:
Creative Agency: Saatchi & Saatchi
Managing Director: Paul Wilson
ECD: Corey Chalmers
ECD: Guy Roberts
Head of Content: Jane Oak
Business Director: Susie Darling
Account Director: Amanda Brittain
Creative team: Luke Dawson and Michael Swinburn
Head of Design: Rob Flynn
Creative Director: Jordan Sky
Digital Creative Director: Terry Williams Willcock
Senior Digital Creative: David Hunter
Digital Producer: Matt Couston
Motion Graphics: Tomas Cottle
Production Company: Exposure
Director: Kevin Denholm
Producer: Jess Milne
DOP: Marty Williams
Editor: Sam Brunette
Post Production: Blockhead
Sound Design: Shane Taipari
Sound Studio: Franklin Rd
Composition: Mahuia Bridgman-Cooper
Photographer: Stephen Langdon @ Reload

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