Toyota South Africa and Publicis Studio One launch playful all‑new RAV4 ad campaign celebrating brand heritage

The All-New Toyota Rrav4 Ad campaign invites you to be part of the adventure (Image supplied)

As their drive continues, more Rav4s begin to appear, seamlessly joining the journey.

Soon, the road transforms into a lively convoy, catching the eyes of curious onlookers. The playful twist that follows delivers a heartwarming surprise sure to leave viewers smiling.

The team at Toyota South Africa Motors, together with Publicis Groupe Africa’s Studio One, wanted to capture the vehicle’s spirit of freedom, capability, and innovation in a light-hearted, engaging campaign.

“We wanted to highlight a simple, universal truth: that irresistible urge to just get up and go. And what better way to capture that feeling than behind the wheel of the all-new Rav4,” explains Peet Engelbrecht, executive creative director at Studio One.

Brand heritage

"The Rav4 brand heritage is unmistakable; it’s the world’s original Recreational Activity Vehicle, or Rav4 for short,” says Rethabile Bopape, advertising senior manager at Toyota South Africa Motors.

“That’s why we wanted our commercial to really talk to what people do with a Rav4 versus what the Rav4 can do.

“Even though the new Rav4 comes with enhanced features and an updated look along with a comprehensive lineup that includes hybrid and plug-in hybrid options*, we felt that the core of what draws people to it is not what it is, but rather where it takes you ... because in a Rav4, life’s all about the weekend!”

A once in a lifetime opportunity

Director from Darling Films, Slim, was tasked with bringing the film to life.

He says when he was briefed by the agency, he knew that this was a once-in-a-lifetime opportunity.

“The script called for us to use 25 vehicles in one ad, which is something not many directors ever get a shot at.

He was also drawn to the distinct humour of the script that brings to life the spirit of adventure of the Rav4.

“It had a great twist in the tale where we follow this convoy of Rav4s to where a viewer believes an epic event is taking place, but it turns out that the convoy of Rav4s is simply heading out for the weekend, because that’s just what Rav4 owners do.”

To bring this massive production to life, it needed a great piece of music to drive the energy.

TigerFight scored a unique track for the ad, with lyrics that spoke to the idea subtly.

“We also needed a large cast to showcase the scale of the adventure, which means the commercial features Toyota ambassadors like Minki van der Westhuizen and pro cyclist of Team Toyota Specialised Imbuko, Marco Joubert, along with some of Toyota’s very own staff,” adds Slim.

Bopape says in the commercial they really wanted to showcase the variety of models they have in the Rav4 line-up.

“Since we had the ability to use 25 vehicles in one ad, we got to feature the Rav4 2.5 PHEV*, Rav4 2.5 HEV GR-S, RAV4 2.5 HEV VX, Rav4 2.5 HEV GX and the Rav4 2.0 VX.”

The advertising campaign for the all-new RAV4 extends across TV, Cinema, out-of-home, print, radio, and digital channels.

The all-new RAV4 is now available from Toyota dealerships nationwide.

Credits

Client

Client: Toyota South Africa MotorsVice president, marketing and customer First Group: Glenn CromptonGeneral manager marketing communications: Tasneem LorgatSenior manager advertising & digital: Rethabile BopapeMarketing manager: Chandra MsimangoC & A marketing communications manager: Lensha Dlamini

Agency

Agency: Publicis Groupe Africa: Studio OneChief client officer: Heidi NelsonExecutive creative director: Peet EngelbrechtCreative director: Kate De BruynCreative group head, art: James LaitSenior copywriter: Ryan WhitelawBusiness unit director: Mara DiavastosSenior integrated producer: Zonke Mkhonto

Production

Production house: Darling FilmsDirector: SlimExecutive producer: Melina McDonaldExecutive producer: Lorraine SmitProducer: Thandeka MahumaProduction manager: Vasilea Ackerman1st assistant director: Travis Nel2nd assistant director: Robert CilliersDirector of photography: Julian RobinetArt director: Keenan McAdamsWardrobe stylist: Carla UysMake-up & hair: Orli MeiriUnit manager: Douglas Machogo

Post-production

Post-production facility: Mushroom MediaEditor: Warwick AllanColourist: Kyle StroebelOnline supervisor: Novak MilerPost producer: Zintle Boki KununkaMusic composition: TigerFightAudio final mix: Lorens Persson