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Toyota Corolla Cross is ‘up for whatever’ in new campaign via Saatchi & Saatchi
Toyota New Zealand and Saatchi & Saatchi have launched a campaign to introduce the new Corolla Cross.
The message is built around one simple promise: it’s ‘Up for whatever.’
The campaign centres on a 30-second film featuring a couple who, despite the best of intentions, never actually leave the house. Instead, their Corolla Cross is left sitting in the driveway, waiting.
The story draws on the familiar group chat experience, where plans are enthusiastically proposed among friends and family, but rarely agreed upon. The result is a light, relatable take on spontaneity – and a car that’s always ready, even when people aren’t.
Meet your everyday driving needs
Steve Cochran, chief creative officer at Saatchi & Saatchi New Zealand, says the idea was about turning a well-worn category trope on its head.
“Every other car ad is full of beautiful shots of a vehicle driving through a range of environments to demonstrate versatility – it’s a classic cliché. It felt more fun to tell the story of a car that is completely up for doing all the things, but never actually gets to do any of them.”
Designed as a compact SUV, the Corolla Cross is packed with everyday versatility designed to meet a range of everyday driving needs.
It’s up for whatever
Susanne Hardy, assistant vice president – marketing sustainability & technology at Toyota New Zealand, adds: “The Corolla Cross really sits in a versatile space for drivers.
“It’s compact enough for city driving but also suited to weekend road trips and lifestyle adventures – including towing gear like a jet ski. ‘Up for whatever’ captures that flexibility and sense of spontaneity that fits with how people live today.”
Led by Spark Foundry New Zealand, the media strategy brings the idea of spontaneity to life through moment-based messaging that reflects what the Corolla Cross could be ‘up for’ throughout the day.
The campaign is supported by additional out of home placements, radio, digital display and social content.
