Toyota, which launched its "Let's Go Places!" campaign last fall, and just launched a campaign extending it to tout its Avalon, is sallying forth with a new ad timed with the auto show that ends with a shot of a Toyota concept vehicle.
The :60-second TV spot, via Saatchi LA, shows all the Toyota vehicles, showing them driving down different roads doing different tasks (taking a newborn from the hospital, racing, driving down winter roads, airborne in a stunt, all manned by ethnically diverse owners and passengers. The ad is voiced by Sam Trammell from HBO's True Blood.
Said Bill Fay, group VP and general manager of Toyota Division, the ad expresses "optimism and the promise of exciting innovation that enriches people’s lives. It allows our associates, customers, dealers, and suppliers to interpret it in ways that are most personally relevant to them.”
The spot drives viewers to "Let's Go Places" on social channels using the hashtag #LetsGoPlaces. In addition to TV, the campaign includes large print and OOH components featuring real people, as well as a mobile and tablet-friendly expressions of "Let’s Go Places" at Toyota.com/letsgoplaces. Toyota also created several web videos, the first of which tells the story behind the 2013 Avalon, touting it as the first completely American-designed and engineered car in Toyota's 75-year history. The second film looks at the future of design by exploring the Fun Vii concept car - a hybrid vehicle with an impressive, totally digital, LED exterior and interior skin.