• by Tanya Gazdik , Yesterday

Toyota is launching an inclusive campaign introducing the new 2026 Toyota RAV4, the 6th generation of the small SUV.

“What’s Your RAV4?” highlights the individuality of today’s drivers and invites them to define what RAV4 means to them. It celebrates everyday adventures and showcases how people can experience, connect, and enjoy the ride in their own unique way.

The campaign was developed using a cohesive marketing approach inclusive of multicultural audiences. Agency partners include Saatchi & Saatchi, Burrell Communications Group, Conill and Intertrend Communications.

The campaign showcases a unified style across the creative, says Mike Tripp, group vice president of Toyota marketing.

Saatchi & Saatchi created the 30-second spot “Buddies” along with six 15-second spots: “Roam Anywhere Vehicle,” “Rugged Attitude Vehicle,” “Reverse Aging Vehicle,” “Rad Auntie Vehicle” and “Runway Approved Vehicle,” all directed by Traktor.

In “Serious Fun,” the 30-second spot created by Conill, viewers see how the RAV4 transforms everyday situations with a playful twist. The spot is also available in a 15-second version, along with a 45-second version available for viewing on www.toyota.com/espanol. Other 15-second spots include “Labyrinth,” “Newlyweds" and “Weekend,” all directed by Ariel Danziger.

Intertrend Communications created two 30-second spots, “Grandma” and “Just Once,” and two 15-second spots, “Late Night” and “Vanished,” directed by Twin, the duo of Josh and Jonathan Baker.

Burrell Communications’ new “Chase Fun” RAV4 campaign follows a curious crew as they encounter industry plants, time portals, crop circles, and UFO sightings—with the all-new 2026 Toyota RAV4 acting as the modern-day Mystery Machine. Burrell created one 30-second spot titled “Industry Plant,” along with two 15-second spots, “Crop Circles” and “Portal”, and three 10-second spots “Troll Bridge,” “In the Trees,” and “Sighting,” all directed by Rick Famuyiwa.

The full campaign spots are available for viewing on Toyota's YouTube page.
The media buy extends across linear TV, digital video, digital content, streaming audio, programmatic, paid social, and experiential. 

Digital content/video partnership highlights include AdMazing, AMG, AutoProyecto, Betches, BET Awards, Bounce, Business Insider, Buzzfeed/PeroLike, Cadent, CLEO TV, Discovery in Espanol, Hulu, NBCUniversal, NGL Collective, Netflix, OnDemandChina, OnDemandKorea, Peacock, PlutoTV, Roku, RollingStone, Silverpush, Stagecoach, Telemundo, Will Packer Media and Willow TV.

Audio includes Amazon Music Live and Twitch. Paid social runs across Meta, Pinterest, Reddit and TikTok.