The classic SUV ad was overdue for a rethink. Long, long overdue.
Saatchi & Saatchi Australia’s launch ad for the Toyota Prado is a classic SUV ad rethought. Sure, it shows the SUV adventure dream, the classic handsome man, the car conquering torture test off-road terrain (various examples of, including the stalwart splash through a river and the dramatic jump over a log), the helpful tow and cruising along a country road…
But in this ad, these scenes are “props” for an appealing story no one has thought of before. The driver, and the car, change from wild man to urban – the man becomes a dashing groom, in fact (note: women drive SUVs).
The campaign message is that the luxury Prado can go anywhere. And it’s very nicely delivered.
Mike Spirkovski, chief creative officer, Saatchi & Saatchi Australia commented, “There’s nothing like experiencing the best of everything: going anywhere you want and doing it all in an incredibly tough and luxurious Toyota Prado.”
The campaign, directed by Tom Noakes from Scoundrel, is running on TV, supported in social, outdoor and digital.
Credits:
Client: Toyota Motor Corporation Australia
Divisional Manager, National Marketing: Wayne Gabriel
Corporate Manager, Brand Management & Communications: Yolande Waldock
Manager, Marketing Communications – Commercial Vehicles & SUVs: Hannah Roy
Creative Agency: Saatchi & Saatchi Sydney
Production Company: Scoundrel
Post production: White Chocolate
Sound Design: SongZu
