Toyota has launched a campaign ‘Nothing’s changed, except everything’ to celebrate the launch of its latest Toyota Corolla.
The three 30-second spots from Saatchi & Saatchi compare the car to other iconic staples pasta and jeans.
All three ads start out with the simple ‘ingredients’ needed to make the products – such as cotton, dye, stitching and rivets to make jeans – which go on to become the classic items people know, love and use.
Toby Talbot, chief creative officer at Saatchi & Saatchi New Zealand, says 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".
“In this campaign, we’re not comparing the new Corolla to other cars. It plays way too big a role in our lives to be considered just as a car,” he says.
“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.”
Andrew Davis, Toyota general manager marketing and information services, says the Corolla has been a part of New Zealand culture for 50 years.
“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 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 will span TV, online video, social media, digital display, OOH, print and point of sale.