DEAR TOYOTA

Break the mold of the same old car ads over, and over, and over.

Brief:

In the past, every region of Toyota dealers would develop their own disparate campaigns, relying on inconsistent creative concepts. There was a need to create a more robust, cohesive national campaign.

Execution:

After conception, we built out the Dear Toyota campaign, playing on fun, conversational copy that pushed the limits of Toyota’s previously stuffy brand. We broke out of the box of boring, sales-driven car ads into something brighter across multiple channels.

It was important that the campaign was versatile enough for every vehicle—and that every post felt specific.

I wrote variations of the campaign for more than a year, making and breaking rules to meet the needs at any given time.