Toyota turns your car-buying woes into ugly (but also kind of cute) creatures

In New Zealand, car maker goes all out to make a point about its 'Drive Happy Project'

Published On
Apr 03, 2018

Editor's Pick

Toyota New Zealand goes all out to capture consumers' car buying frustrations by turning those woes into creatures straight out of "Where the Wild Things Are." A new spot from Saatchi & Saatchi New Zealand depicts various people on the verge of making that big purchase, but they're held by fantastical beasts. The "pressure to buy before it's gone" is a head-poking nuisance, for example, while the "I can't get away to buy a car" excuse manifests as a white, hairy hanger-on.

Produced out of Robber's Dog, the ad promotes Toyota's "Drive Happy Project," which aims to take the angst out of buying a car. Under the program, Toyota will offer the the same transparent pricing at all dealerships across the country, and it promises access to a wider selection of vehicles to remove strain of having to choose from a single dealership's inventory. The car maker is also offering flexible test drive options so potential buyers aren't limited to just a ten-minute drive around the neighborhood, as well as a seven-day money back option, provided certain conditions are met.

Around the world, the brand has been trying to innovate around its relationship with customers. In Japan, for example, Toyota has tried to connect with younger drivers by opening up a hybrid cafe and ride-sharing outlet.


Apr 03, 2018
Brand :
Client :
Agency :
Saatchi & Saatchi-New Zealand
Production Company :
Robber's Dog
Chief Executive Officer :
Alistair Davis
General Manager, Marketing and Customer :
Andrew Davis
Manager, Marketing Operation :
Susanne Hardy
Marketing, Operational :
Sonya Coutts
Chief Creative Officer :
Toby Talbot
Art Director :
Guy Roberts
Creative Director :
Guy Roberts
Copywriter :
Corey Chalmers
Head of Design :
Rob Flynn
Agency Producer :
Jane Oak
Managing Director :
Paul Wilson
Head of Account Management :
Susie Darling
Senior Account Director :
Amanda Brittain
Head of Strategy :
David McIndoe
Director :
Adam Stevens
Producer :
Anna Stuart
Executive Producer :
Mark Foster
Director, Photography :
John Toon
Production Designer :
Neville Stevenson
Art Director :
Neville Stevenson
Editor :
Jabez Olssen
Visual Effects Supervisor :
Colin Renshaw
Visual Effects Producer :
Celeste Fairlie
Character Design :
Max Kostenko
Modeling :
Nathan Rule
Rigging :
Jordan McInnes
Effects :
Nick Angus
Lead Compositor :
Matt Chance
Animator, GXF End Sequence :
Craig Speakman
Producer, GXF End Sequence :
Helen Naulls
Sound Design :
Shane Taipari
Music Composition :
Elliot Wheeler
Visual Effects Company :
Animation :
Assembly Ltd. GFX
Sound Company :
Franklin Road
Music Company :
Turning Studios

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Project Type