You wouldn’t believe: Toyota puts spotlight on the grit of a boy racer

There’s little room for self-doubt when on a race track travelling at speeds in excess of 200 kilometres an hour and Toyota is helping to support future kiwi drivers to possess that innate sense of belief in their own skill and ability.

In a TVC released last night on Sky promoting the upcoming Toyota Racing Series the camera pans over a driver in a sleek black race car while a voiceover explains to viewers they wouldn’t believe the challenges faced by this determined driver or [pause here for dramatic effect]that he is 15 years old.

The campaign is to celebrate Toyota’s commitment to motorsport and the development of New Zealand racing talent through the Toyota Racing Series (TRS).

Saatchi & Saatchi New Zealand devised the campaign for the film which will be broadcast in over 100 countries across the globe.

Corey Chalmers, joint executive creative director of Saatchi & Saatchi said the campaign builds on Toyota’s “believe” message by highlighting a story little known to most New Zealanders.

“TRS is an amazing Toyota story that most of New Zealand won’t be aware of. The world’s best future talent come to New Zealand and compete against our very finest young drivers – who are easily on a par. It’s a brilliant embodiment of Toyota’s Believe platform – and it works.”

TRS is designed to develop the next generation of world-class drivers in New Zealand. Without it, there would be no accessible leap to Formula racing for New Zealand’s emerging motorsport talent. It is the only class in New Zealand motorsport that offers aspiring drivers the vital experience they need to go on to compete on the world stage. No other manufacturer has made the same long-term commitment to motorsport in this country.

The belief mantra delivered in this ad isn’t limited to Toyota’s involvement in motorsports. The car company also distributes a monthly magazine conveniently titled Believe, which focuses on stories related to the brand.    

In related news, this ad comes at a busy time for the marketing team at Toyota, with the motor company launching its latest Hilux ad just last week. 

Toyota’s Hilux, once heralded as a rural New Zealand institution, lost ground to the Ford Ranger which outsold the Hilux during 2014 so Toyota has been keen for a change in fortunes.

Rural legacy notwithstanding though, Toyota chief executive Alistair Davis told Saatchi and Saatchi that the campaign needed to also reach city folk.

“This ute continues this legacy and also delivers on the increasing urban appetite for utes and Kiwi’s love of the great outdoors, so it was important that the latest campaign spoke to this emerging group of city dwellers. We presented Saatchi & Saatchi with a significant challenge in continuing the Hilux story, and we are excited with the final result which resets the benchmark and befits the legacy of Hilux.”

Campaign credits:

Client: Toyota

Chief Executive Officer – Alistair Davis
General Manager UV & Marketing – Executive Andrew Davis
Assistant Manager Marketing – Susanne Hardy

Creative Agency: Saatchi & Saatchi

GM – Paul Wilson
Business Director – Susie Darling
ECD / Creatives – Guy Roberts & Corey Chalmers
Head of Content – Jane Oak

Production Company – Flying Fish

Executive Producer – James Moore
Producer – Sam Attenborough
Director – James Solomon

Toyota Racing Series 2016 Race Calendar 

Round 1: 13 -17 Jan 2016 Mike Pero Motorsport Park, Ruapuna, Christchurch, Lady Wigram Trophy
Round 2: 21 – 24 Jan 2016 Teretonga Park, Invercargill, Spirit of a Nation
Round 3: 28 – 31 Jan 2016 Hampton Downs, New Zealand Motor Cup
Round 4: 04 – 07 Feb 2016 Taupo Motorsport Park, Taupo, Denny Hulme Memorial Trophy
Round 5:  11 – 14 Feb 2016 Manfeild, Feilding, New Zealand Grand Prix (along with the Dan Higgins Trophy and Dorothy Smith Memorial Cup) 

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