Toyota New Zealand has dominated NZ’s vehicle category in many measures from brand love to sales figures for more than four decades. Over that time it has refreshed it’s brand positioning about every 10 years. We were tasked with doing so again, this time with technology, innovation and sustainability as key themes – not what Toyota has be traditionally renown for in NZ. A consideration for a new platform was to adopt the positioning line used in the US, Let’s Go Places. This is what was ultimately decided on. Our ambition was to give meaning to it in a distinctly New Zealand way. The launch idea was to tell three charming New Zealand centric stories – something Toyota is famous for – to speak to Toyota NZ’s innovation and ambitions for future New Zealand.

This film is based around a fleeting moment, when a bride and bridesmaid on the way to the wedding pass a car heading in the other direction. In the other car happens to be a little girl in dress up chatting with her dad, still on a sugar high from the party she’s just been to. A moment of distraction for her dad when her lolly bag falls on the floor could easily have been disastrous. However the lane assist function in the vehicle helps avoid this outcome.

This story was made with the heightened suspense of a road safety commercial, but

ultimately a story where thankfully, and joyfully, actually nothing much happens.