Toyota Motor North America is giving a nod to the automaker’s sports car heritage in “This Is Our Sport," a campaign debuting today to launch the 2020 GR Supra.
The car is back after a 21-year hiatus, says Sam De La Garza, small car marketing senior manager, Toyota North America. Supra's return was announced via the “Wizard” spot that aired during the Super Bowl.
“Supra is a brand icon,” De La Garza tells Marketing Daily. “The Supra driver appreciates the performance and excitement of a true performance vehicle that pushes the limits."
The 30-second, 15-second and 6-second broadcast and digital spots highlight the Supra’s blend of power, precision and agility and inspire drivers to own the sports car they always dreamed about.
In “Track Day,” Julie Andrews’ rendition of “Getting to Know You” provides the soundtrack as driver and car glide around the Road Atlanta track. The spot will air across motorsports TV programming.
The 6-second spots, titled “0 to 60,” “Balanced,” “Face Off,” “Joy,” “Ribbon,” “Sport Mode,” and “Walks On Water” demonstrate the spirit of the sports car — sleek, stylish, powerful and ready to command any road.
The effort was created by Saatchi & Saatchi with Zenith Media responsible for TV and outdoor media buying.
A custom long-form video called “Game Of Horsepower” will feature a twist on the classic game of H.O.R.S.E. and will appear on Reddit, YouTube, Facebook, Instagram and Twitter.
Custom brand integrations include Twitter’s @Marvel LIVE, and a stint as exclusive auto partner of Sports Illustrated’s Fashionable 50 event. Motor Trend and Road & Track subscribers will receive a pull-out poster tapping into the nostalgia of '90s car posters. The Road & Track partnership also features a custom augmented reality integration allowing users to virtually see the Supra in their driveway or garage.
Digital partners include Google, Amazon, CBS, IGN and Fast Company. Social partners include Twitter, Reddit, Facebook and Instagram while audio extensions include Tune In and Gimlet. Out-of-home will include high-impact billboards in 17 markets.
Additionally, spots will air on national and digital radio as well as within select movie titles in theaters nationwide in conjunction with National CineMedia.