Driving a Toyota in the mountains of Northern California is as smooth and exhilarating as skiing down them, according to the local dealers.

That insight informed a regional sales campaign from H/L agency for the Northern California Toyota Dealers Association called “Take It On” that demonstrated the reliability of Toyota vehicles and connected the brand to local winter staples. The approach differed from typical sales campaigns that often focus heavily on the deal.

The innovative campaign—which ran from November 2023 to April 2024—captured the brand’s latest models racing down snowy mountain roads. The cars’ adventures are paralleled with footage of Jonny Moseley, a well-known Northern California skier and Olympic gold medalist, on the slopes. 

“Take It On” featured a series of TV, radio, display, video, and social media ads set at a winter resort called Palisades Tahoe, a major seasonal destination for locals.

The social media piece of the campaign targeted those interested in snow activities and travel, as well as those considering buying a Toyota. The agency said the ads generated 54.3 million impressions and about a 1% click-through rate to the custom landing page.

The 2024 Global Automotive Marketing Awards, a program created and run by Ad Age and Automotive News, is sponsored by TikTok and Experian. For more information about the program, please visit AdAge.com/AutoAwards.

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