Back to the future – Saatchi refreshes Toyota ‘Believe’

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Toyota New Zealand has refreshed its enduring brand platform Believe in a likeable new campaign that celebrates Toyota’s belief in growing and supporting the best of Kiwi life.

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.

Andrew Davis, Toyota GM of used vehicles & marketing, said: “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 branding matures, we have been able to express these values through our actions and partnerships,” he said. “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.”

Corey Chalmers, Joint ECD of Saatchi & Saatchi, said: “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.

Thanks, Kev!
“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
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing: Andrew Davis
Manager Marketing: Susanne Hardy
Creative Agency: Saatchi & Saatchi
Managing Director: Paul Wilson
Creative & ECDs: Corey Chalmers, 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

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