Barry has bought his first all-electric car. He has become a national legend. Sports heroes want to be like Barry. There’s even a musical called Barry Believes. Hero’s humour launches Toyota’s first all-electric SUV, bZ4X, in a most unexpected way – with a most appealing reveal, Barry has bought his first-all electric car “because it’s a Toyota”.
The hero TVC, directed by Plaza Content’s Paul Middleditch reassures Australians that the bZ4X is everything that they know, trust and love about Toyota, now with an all-electric engine.
The campaign also launches Toyota’s bZ4X platform, Charge On, developed by the brand in conjunction with HERO.
Shane Geffen, executive creative director HERO, stated, “I think we all know a ‘Barry’, someone sceptical or reluctant to convert to an EV until they find the right car. But Toyota are making it easier than ever to make the switch in style with the bZ4X and we hope our campaign inspires Australia to believe… just like Barry.”
The campaign is running across Australia covering TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.
Vin Naidoo, chief marketing officer of Toyota Australia, commented, “With 25 years of electrification heritage behind it, and with Toyota’s much-loved quality, durability and reliability at its core, we are excited to introduce the bZ4X to market through a major brand campaign. Our all-electric bZ range helps our customers to Charge On with confidence, knowing that your car can support you to take your next steps, for your next adventure.”
Credits:
Client: Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo, Andrew Wearing & Anthony Nobile
Manager Communications – Passenger: Taruna Aguru
Senior Brand Specialists – Passenger: Grace Cheah, Ben Casagrande & Burhan Al-Rashid
Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Philips
Art Director: Mitch Sutton
Copywriter: Josh Mitchell
Broadcast Producer: Margot Ger
Head of Strategy: Tallon
Client Service Director: Richard Hayes
Senior Business Manager: Issy Kelly
Business Manager: Johnny Lwin
Executive Director: Charlie McDevitt Mason-Kaine
Production Company: Plaza Content
Director: Paul Middleditch
Executive Producer: Peter Masterton
DoP: Daniel Ardilley
Post-Production: The Editors
Executive Producer: Nicoletta Rousiano
Producer: Adrian Konarski
Offline Editor: Stuart Morely
VFX: Andreas Wanda
Sound Design & Music: Squeak E Clean Studios
Sound Design: Paul Le Couteur
Music Producer: Karla Henwood
