To huhu or not to huhu... The new Rav4 brings out the adventure in everyone
April 4, 2013
This week saw the launch of the new Toyota RAV4 campaign conceived by Saatchi & Saatchi
New Zealand, which celebrates the inherently adventurous spirit in all Kiwis. The TVC,
launched on 1st April, tells the story of a Toyota Dealer and a prospective customer who
decide to take a little detour from the standard test-drive...It’s a tale of fun, daring,
brotherhood and of course, a car that’s up for anything.
The television ad forms part of an integrated campaign, which talks to the potential for
adventure in all of us. The adventure expands to Adshels, National Press, digital banners, pointof sale and an ongoing social and direct strategy.
Slade Gill and Brad Collett had this to say about the campaign: “ At the heart of the campaign is this idea that adventure doesn’t have to exclusively reside in tropical jungles or on some icytundra. Adventure is about making a tiny change to your daily routine because something awesome might come of it...okay, and it’s about joyrides.”