Toyota drives Australian adventurers home in ad for new LandCruiser

To launch the newest edition of its LandCruiser, Toyota has released an integrated brand campaign by Saatchi & Saatchi Australia.

The campaign celebrates both the LandCruiser and the drivers who traverse all parts of Australia in their 4x4s.

The creative drives home how the LC300 doesn’t just take people anywhere in Australia, it also gets them home with comfort and ease. The campaign conceived around the platform ‘This LandCruiser drives us home’ showcases the new 300 and its ability to deliver even better on power, capability, luxury and technology than before.

The campaign platform is brought to life via an anthem that embodies the many stories, experiences and adventures that take place throughout Australia.

It also highlights the heritage of the vehicle in Australia and the important role it plays in exploring and building the country.

The campaign will be rolled out across broadcast, digital, OOH, print, CRM, sponsorships, radio and in-store.

According to Simon Bagnasco, executive creative director of Saatchi & Saatchi Australia: “This campaign was driven by a simple truth that while lots of vehicles can get you to the most remote and beautiful parts of our country, but there’s only one we know that will always get us back home.”

Says Andrew Wearing, senior manager of brand management and communications at Toyota Australia: “What better way to honor and celebrate our diverse drivers than with their very own anthem? An anthem that encourages them to get out there in their LandCruiser again.”