GR Family communication objective was to introduce the full GR Family as the ultimate performance brand that injects adrenaline back into driving.

The marketing objective was to introduce a larger buy base to the GR Family to elevate Toyota’s imagery as an exciting brand through the halo of sports car performance.

“Common Language” brings Pros and everyday drivers of all ages, genders, and nationalities together to describe the thrill of hitting the perfect turn line on the track —how much gas, how much brake, upshift, downshift—but, each tells their story in their native language: English, Korean, Japanese, German, and Spanish. We see the GR Corolla pump the break, bury the throttle, and rip around the curve of the track as a super appears: “In this family, we speak the same language.” VO chimes in: “Welcome to the Toyota Gazoo Racing family.”

The strategy behind this was to get drivers who want to keep their passion for performance alive to feel energized by the true, visceral driving that lives in Gazoo Racing by calling all drivers to experience the unbridled passion and engineering of a brand built by enthusiasts, for enthusiasts.

"Common Language" delivered nearly 156M impressions. The video was well received by audiences, being viewed over 54M times. The video drove over 24k site visits and 7.8M engagements across paid social channels. "Common language" helped successfully communicate awareness of Toyota's Gazoo Racing line up while also generating a more positive opinion of the Gazoo Racing family among those already aware. Further, the creative drove a halo effect to the Toyota brand overall, with viewers seeing Toyota as a more favorable brand after being exposed to Common Language.