The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Audrey Kemp | LA reporter

October 10, 2022 | 3 min read

Families take on the open road in the third-generation, hybrid SUV that’s designed to make adventures easy.

Families can live ordinary lives... or they can live the existence of legends. This is the central idea behind the new 2023 Toyota Sequoia campaign. The ‘Live legendary’ campaign for the 2023 Sequoia goes live today with ‘Campfire Stories.’

The 30-second commercial tells the fabled story of the Donovans, an ordinary yet adventurous family surrounded by lore. “Legend has it that the Donovans had a barbeque that fed half a town,” a mother tells her children by the campfire. Then the father chimes in: “You know what I heard? They drove cross-country just to walk their dog.” All of this is, of course, made possible by the Donovans’ sweet chariot: the 2023 Toyota Sequoia.

‘Live legendary’ encourages viewers to seek adventure and legendary moments, like the Donovans, while also highlighting the hybrid SUV’s new design, towing capability of up to 9,520 pounds, versatile cargo space and an efficient powertrain called the i-FORCE MAX Twin Turbo V6 Hybrid.

“Recognizing stories of people in their moments of epic experiences, the ‘Live legendary’ campaign exemplifies the bold qualities of the all-new Sequoia,” Toyota Motor North America’s group vice-president of Toyota marketing Lisa Materazzo said in a statement. “[It’s] the total package for any adventure, whether driving across country, hauling gear or traveling with your family.”

The campaign was developed by Saatchi & Saatchi and directed by Chris Sargent, who has previously worked with Budweiser, Walgreens and Asics. Creative content will be promoted across streaming TV, digital, social media and high-profile prime and sports programming, including Night Football, NBA, Fox and Nascar. Digital content will run on Yahoo, Hulu, Paramount and YouTube, while social placements will appear on Facebook, Twitter, Pinterest, Instagram and Spotify.

For more, sign up for The Drum’s daily US newsletter here.

Creative Creative Works Automotive

More from Creative

View all