Road Rivals
Toyota
THE CHALLENGE
Toyota’s historical advantages in reliability, safety, and value were no longer clearly differentiated.
Hyundai, Subaru, and Honda had caught up, making Toyota easier to overlook. As a result, consideration softened and sales momentum began to slow.
THE INSIGHT
When every brand has a “best” product, people stop chasing peaks and start looking for confidence.
A brand that feels strong across its entire lineup signals depth and capability, making the choice feel clear.
THE SOLUTION
Rework Toyota’s brand pillars around new category differentiators to reassert leadership.
The brand architecture was sharpened around AWD capability, hybrid leadership, and no-cost maintenance – and brought to life through Road Rivals, a multi-channel campaign spanning broadcast TV, social, web, and search, positioning Toyota as the clear auto leader across the full lineup.
AWD TV Spot
Electrified TV Spot
No-Cost Maintenance TV Spot
KBB Award TV Spot
