Toyota Encourages Owners To 'Live Legendary'

Toyota Motor North America is showing how its 2023 Sequoia hybrid SUV can be used to create “legendary” moments. 

Creative shows a family around a campfire recounting all the “epic experiences”  that another family had done with their Sequoia, from driving cross-country to attend a dog show, to saving wild horses, to hosting a huge tailgate, says Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. 

The refreshed vehicle is the “total package” for any adventure, she adds. 

The campaign from Saatchi & Saatchi showcases the SUV’s space for families who need it, whether to haul passengers, gear, or both. 

The 30-second spot “Campfire Stories” is directed by Chris Sargent. It highlights the Sequoia’s new look while showcasing key features including an efficient powertrain, convenient technology and versatile cargo space.



The campaign extends across CTV, digital video, digital content, paid social, and programmatic. High-profile prime and sports programming includes Sunday Night Football, NBA, FOX and NASCAR. 

Digital content/video includes partners such as Yahoo, Hulu, Paramount and YouTube. Partnerships include Pinterest, Tastemade, Spotify and Moveable Feast via Fexy Relish.

The third-generation Sequoia is completely redesigned and worthy of the “all-new SUV” description, according to the automaker. 

The i-Force Max Twin Turbo V6 Hybrid powertrain, first unveiled on the Toyota Tundra pickup truck, produces 437 horsepower and 583 lb.-ft. of torque. It will be available in five unique grades that include SR5, Limited, Platinum, TRD Pro and the new Capstone grade.

The vehicle is on sale starting this fall with a starting MSRP of $58,300.

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