automotive

Toyota Crown Drivers Transcend Ordinary Life in New Campaign

“The world seems to melt away” for drivers in Toyota’s latest campaign for the 2025 Toyota Crown FamilyStand Out in Every Sense,” per a release.

In a series of  6-second, 15-second and 30-second spots created by Saatchi & Saatchi, Crown car drivers have moments that seem to transcend ordinary experiences.

For example, in “Tango,” two drivers -- one in a Toyota Crown and one in a Toyota Crown Signia  -- recognize each other fondly as fellow owners as they wait at a city intersection. The scene shifts to a desert landscape, where the owners do their own tango. The scene ends where it began, at the intersection, with the drivers sharing a final glance before parting ways.

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 The all-hybrid Toyota Crown Family offers a combination of power, fuel efficiency, intuitive interior design, and sleek exterior styling, according to the automaker.

“This campaign seamlessly captures the elevated experience that our customers can expect from the Toyota Crown Family, including the first-ever Toyota Crown Signia,” said Mike Tripp, group vice president of Toyota Marketing, in a release.

Stand Out in Every Sense,” is a fully integrated campaign extending across CTV, digital content, digital video, paid social, programmatic, streaming audio, and experiential. Digital content/video includes partners such as Dotdash  Meredith, the Skimm, MAX, Peacock, and Yahoo, among others. Audio includes iHeartMedia, Vox Media and more.

Partnerships/programming highlights include OpenTable, TED Games, and TIME100 Next, among others. Paid social runs across LinkedIn, Meta, Pinterest, Reddit, Snapchat, and TikTok.

The first-ever 2025 Toyota Crown Signia offers “a flowing silhouette” and “spacious premium interior,” according to the automaker. Earning an EPA-estimated combined 38 MPG rating and delivering 240 net system horsepower, the Crown Signia “makes an all-new statement for the modern crossover.”

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