Saatchi & Saatchi

London, United Kingdom
TitleToyota Positive
Campaign Toyota Positive
Advertiser Toyota Motor Corporation
Brand Toyota
Date of First Broadcast/Publication
Business Sector Cars

3rd April 2013, London… Toyota Prius launched a new campaign that aims to bring positivity to the people of London. ‘Toyota Positive’ motivates people to step outside of their comfort zone and complete acts of kindness for their fellow man.

The campaign launches with a series of films. The first features MTV news presenter Joel Dommett and his sidekick, T4’s Rising Star of 2012 Eric Lampaert. The comedy duo tour London, offering lifts to random passengers with the aim of bringing a little joy to the streets of the capital.

The film starring Joel and Eric released on 2nd April, with further films in the series later in the month. The aim is to provide inspiration for people to join the Toyota Positive movement and submit their own ideas of positive acts. Submissions that most reflect the spirit of the campaign will be given a Toyota Prius Plug-in for the day to make their positive idea a reality. All films will then be shared on the Toyota Positive website;

“Toyota Positive is a really fun way of highlighting the launch of Toyota's next generation Plug-in Hybrid Vehicles, using the power of positivity and optimism to discover something better", said Lisa Fielden, Manager, Brand and Digital Marketing, Toyota GB.

“With the Toyota Positive campaign we want to show how a small number of people can create a large amount of positivity. To help people take part, we are offering them a car that runs on electricity, fuel and kindness. All we are asking anyone to do is to come up with a positive idea that brings a smile to people faces”, said Mark Norcutt and Laurence Quinn, Toyota Creative Directors at Saatchi & Saatchi.

To view all the films as they launch and join the Toyota Positive movement, go to

Toyota’s Prius Plug-in Hybrid can run in electric ‘EV’ mode for up to 15.5 miles, with zero emissions, before switching over to its reserve petrol tank. The Toyota Motor Corporation is a pioneer of hybrid technology, with global sales approaching five million. 

Media Type Television
Production Company Buillion
Executive Creative Director
Art Director
Agency Producer

Other Ads From This Campaign