AUCKLAND, Today: Toyota and Saatchi & Saatchi NZ, alongside Spark Foundry NZ and Digitas NZ, are back with the next instalment of Toyota’s Let’s Go Places brand platform.
The idea came from a fun fact – one in four cars on Kiwi roads is a Toyota. Which means any intersection could look like a ready-made Toyota ad.
In the ad, people waiting at the lights notice so many Toyotas that they start wondering if they’re in a commercial. Cameos include Black Ferns, All Blacks and other familiar faces, all in everything from hybrids to the bZ4X.
Toyota also weaves in its full mobility offering – from Cityhop and Ezi Car Rental to the hydrogen-powered Mirai, Toyota used cars, and its aftersales network – alongside icons like the Land Cruiser LC70.
The first Let’s Go Places campaign launched three years ago, looking ahead to the future of mobility. This follow-up shows just how far Toyota and its customers have travelled together on that journey.
“’Let’s Go Places 2.0′ is about showcasing some of the many solutions we’re offering our customers and the role Toyota plays in connecting New Zealanders.” – Susanne Hardy
Susanne Hardy, Toyota New Zealand Assistant Vice President says, “Mobility is changing, as is the way people can access it. That’s why we are evolving from a car company into a mobility company for the future.
“We’re providing access to vehicles from various power-trains, in a number of ways. From hard working four-wheel drives to all electric cars, whether a customer is buying, leasing, renting or hiring by the week or the hour.
Let’s Go Places 2.0 is about showcasing some of the many solutions we’re offering our customers and the role Toyota plays in connecting New Zealanders.”
Steve Cochran, CCO at Saatchi & Saatchi NZ says, “Showcasing every Toyota proof point in a single commercial could have easily turned into a manifesto-style ad, and we wanted to avoid this.
“Striking upon the idea of instead having all these proof points coincidently at an intersection provided a far more engaging concept to explore. From there we embraced a playful approach that lets the full range of Toyota’s innovations – from hybrid models to mobility services – shine through.”
“When people ask where we filmed, the answer surprises them. Most of it was shot at an inconspicuous intersection just off the main road of Paeroa.” – Tim Bullock
Spark Foundry NZ handled media planning, with OOH placements featuring characters and cars from the film. From October, live billboards will count Toyotas at 11 intersections, inviting Kiwis to share their own Toyota moments.
Digitas NZ led the customer experience side, building a central website hub for the campaign. It brings all Toyota’s mobility services together while reinforcing the Let’s Go Places brand message.
Tim Bullock at Scoundrel directed the commercial saying, “When people ask where we filmed, the answer surprises them. Most of it was shot at an inconspicuous intersection just off the main road of Paeroa.
“This allowed us the freedom to lock things down for three days, leaving everything in place overnight. It was almost like being on a Hollywood lot and the whole town embraced us being there, they were fantastic.
“We then embellished the scenes in post with some footage shot in Auckland by adding buildings, traffic lights, the billboard and stuff to make it feel bigger, like it could be on the fringe of any New Zealand city.”
The campaign will roll out across multiple channels over the coming months.
Share this Post
