We were tasked with making Toyota's first brand campaign in almost two decades. We decided to show that Toyota is a brand that is always there for people, and that let’s go places is as much about our drives in our cars, as it is about the moments we experience in them that contribute to our inner journeys.

While there is something exciting about a new car, Toyotas are often passed down through families strengthening the bond between driver and car over the years.. And while our cars bring us together with family and friends, they are also a place to find solace and have a good cry. Voicemail honors that not all drives begin with a sense of purpose or a smile. But in our ability to take to the road, we can find our way through grief and back to ourselves. Maybe even back to a smile.

Voicemail tells the story of a young woman who has recently lost her father and her journey through grief. We open on a vintage red truck turning into an empty parking lot at night. Inside, a young woman cries as she listens a voicemail from her father. The voicemail continues to play as we see her at a house party where she retreats to sit alone on a diving board. The truck drives on a rural highway past fields and rolling hills. The young woman has waded into the shallows of a lake and looks out over the dusk. We next see her talking animatedly and laughing at a music venue.The truck drives around a mountain curve, and inside we see she is smiling. On the visor is a photo of her as a toddler with her father, standing in front of the same truck. The voicemail plays again.

Impact:

Toyota believes that life is bigger when you never settle. When you seek out living, out in the world. Adventure big and small, wilderness and city. Family and friends. The role of the vehicle is to facilitate living. Not waiting. But movement, and sceneries, and making memories together.

Voicemail helped shift consumer perceptions of Toyota, with viewers being significantly more likely to view Toyota as an inclusive brand after viewing the Voicemail spot.

Impressions: 968M

Link clicks (digital): 29K

CTR (digital): 0.031%

Video completions (digital): 84M

Video completion Rate (digital): 90%

Site traffic (digital + linear): 1.2M

Traffic rate (digital + linear): 0.12%