Dive Brief:
- Toyota is working to position electric vehicles as the car for everyone in a new, multipart campaign to promote its new all-electric lineup, according to a press release.
- The campaign includes multiple pieces of creative targeting different demographics, including electric vehicle skeptics, small business owners and others. A campaign tailored specifically for Asian Americans is slated to release in June, with another campaign focused on the Hispanic community set for July.
- The automaker is hoping to expand the appeal of EVs, a category that experienced a sales decline in 2025 but which has seen renewed interest as fuel costs have been rising in recent months. The campaign will air across channels including linear TV, digital video, social media, experiential, digital, audio and more.
Dive Insight:
The multiagency effort comes as Toyota saw sales of its bZ SUV, one of the cars featured in the campaign, climb 78% during the first three months of 2026. Outside of that one particular model, the brand saw global sales of its EV offerings jump 139% year over year in March, largely due to climbing fuel costs.
The four distinct creative efforts are handled by four separate agencies, giving each a unique voice, feel and purpose. Burrell Communications Group focused on converting EV skeptics into lovers with a series of digital and broadcast spots directed by Paul Hunter, ranging in length from a 30-second hero to 10-second spots. In the hero, “Haters Anthem,” a series of puppets are driving the cars, complaining about EVs. As they grow to love the car, they are made human.
How the cars can be used in everyday life and work is demonstrated in two 30-second spots, "Carista" and "Imagine," and two 15-second spots, "Weekend Warriors" and "Last Run," from Saatchi & Saatchi. All four were directed by Tristan Holmes. In “Carista,” a business owner shows how they operate a mobile coffee shop from their EV.
Two additional parts of the push will be released in the coming months. Intertrend Communications worked with director Joseph Kahn to create four 30-second spots inspired by Asian films. To cater to the Hispanic community, Conill partnered with Felix Brady to create two 30-second spots and two 15-second spots that combine live action and animation.
While the sale of new, fully powered EVs have fallen, the sale of used vehicles rose 27.7% YoY in March. In September 2025, tax breaks for both new and used EVs ended after The One Big Beautiful Bill Act was signed into law in July.
Toyota plans on releasing its 2026 fiscal year results on May 8.
