Advertising Toyota

Toyota enlists three directors to promote new Corolla Hatchback in ‘Greater Than’ campaign


By Kyle O'Brien, Creative Works Editor

September 18, 2018 | 3 min read

Toyota’s 2019 Corolla Hatchback national marketing campaign, titled ‘Greater Than', promises a vehicle that enables drivers to live in the moment and experience life to the fullest, and it’s using three different directors to get the point across.

Toyota Corolla

The new 2019 Toyota Corolla

The automaker is promoting the car as a 'fun-to-drive hatchback' while boosting Toyota’s newest, most technologically advanced features in a small car, according to a release. The campaign highlights that Corolla drivers continually carve out opportunities to come together with friends and loved ones for unique adventures and great times together.

“Tablet down, let’s go,” says a dad as the family preps for the road trip in one ad. They pile into their 2019 Corolla Hatchback and take off on an adventure. The tablet is soon forgotten and life takes over.

“With this campaign, our goal was to authentically connect with our target audiences in unique ways”, said Lisa Materazzo, vice president vehicle marketing and communications, Toyota Motor North America. “We have created an assortment of intriguing executions that highlight the energy and excitement of creating new experiences and living life in the moment."

‘Greater Than’ features six 30-second spots created for TV and digital placements, as well as a mix of 15-second and six-second spots. The fully-integrated campaign targets a transcultural audience with assets developed by three of Toyota’s agencies of record, including Saatchi & Saatchi, Conill and Intertrend Communications.

Saatchi & Saatchi created three spots directed by Jones + Tino. ‘Roots’ finds a family experiencing the joy of a spontaneous, fun-filled day, while ‘Piñata’ sees a group outing culminate with a birthday surprise. ‘Scratches’ is inspired by an unanticipated journey off the beaten path and the idea that scratches, bumps and bruises can be a sign of pride.

Conill’s ‘Anthem,’ directed by Albert Uria, celebrates being different. Intertrend’s ‘New Guy,’ directed by Lino Russell, has the hero pursuing an unconventional career path in eSports. ‘Catwalk,’ also directed by Russell, is inspired by the startup trend.

The print campaign encourages living in the moment, embracing a new experience, challenging traditional stereotypes and pursing passions.

The 'Greater Than' TV spots will air in select targeted cable programming across NBCU, FOX Networks, Viacom, Turner, A+E, ESPN, Telemundo, Discovery en Espanol, Univision and more.

Additional elements of the campaign include dynamic digital, audio, and print ads in high profile publications across Meredith, Hearst and Conde Nast. New integrated media partnerships include Oath, Imgur, ESPN Nacion, Billboard, e-Sports, the 2018 Latin American Music Awards, drifting platforms and more. Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.

See a selection of the creative by clicking the Creative Works box below.

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Toyota Motor Corporation is a Japanese multinational automotive manufacturer headquartered in Toyota, Aichi, Japan. In 2017, Toyota's corporate structure consisted...

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