Saatchi renews an enduring classic

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NZ’s love affair with the Toyota Corolla has been reignited in a new campaign from Saatchi & Saatchi, Nothing’s changed, except everything, created to celebrate its iconic status (and impressive new design).

“The launch of the latest generation Toyota Corolla earlier this month represented a turning point for the best-selling passenger car in the country, as Toyota revealed a bolder, dynamic exterior design and more rewarding driving experience,” said Saatchi CCO Toby Talbot.

“Being an enduring classic doesn’t mean standing still, as evident in the simple genius, timeless appeal, and continual reinterpretation of pasta or jeans. When it comes to the Toyota Corolla, it has been part of the fabric of Kiwi culture since 1969 but innovations in safety, emissions, and design plant it firmly in the year 2018.”

Talbot said the heritage and confidence of the brand allowed the creative to stand above mere comparisons, and claim its rightful place as a legendary part of everyday life for Kiwis.

“Tastes may have changed over the years, but the love we share for Corolla remains undimmed.”

“In this campaign we’re not comparing the new Corolla to other cars,” he said. “It plays way too big a role in our lives to be considered just as a car, so we compare it to other staples in our life that we can’t imagine life without, like pasta and jeans. Tastes may have changed over the years, but the love we share for Corolla remains undimmed.”

Toyota marketing GM Andrew Davis said: “The Corolla has been a part of New Zealand culture for 50 years and Kiwis share great memories of times spent in a Corolla with family or friends.

“The new 12th generation Corolla is hugely exciting for us – more power, more self-charging hybrids and a fantastic new design so it will appeal to whole new generation of New Zealanders.”

“This was the challenge for the Saatchi’s team who have done a fantastic job in delivering a creative that can talk to new and existing Corolla drivers across multiple platforms.”

The campaign is set to be the biggest launch campaign for a Toyota model in 2018 and will span TV, online video, social media, digital display, OOH, print and point of sale.


Client: Toyota New Zealand
Creative Agency: Saatchi & Saatchi
Production Company: Goodoil
Director: Joel Kefali
Sound Design: Clive Broughton
Music composition: Cam Ballantyne
Media Agency: Starcom

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