Never Settle: Toyota Launches New Brand Campaign

The campaign comes during a time when auto brands traditionally ramp up advertising for new models.

Toyota has launched a new campaign based on the proposition that “life is bigger when you seek out adventure, when you “go places”, when you never settle.”

The campaign comprises seven broadcast commercials developed by using Toyota’s  Total Toyota (T²) marketing model, “fully considering the transcultural mainstream audiences across America.” The brand says this cohesive marketing approach, which is inclusive of multicultural marketing and the total market model, delivers to the audience “the qualities that make Toyota the brand it is today.”

“We’ve created varying degrees of brand work in the past that helped build familiarity with Toyota”, said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America.


“But this is the first time we’ve created a campaign of this scale and type that is supported by dedicated work from all four of our advertising agencies.”

The fully integrated T² campaign will extend across high-profile prime and sports TV programming, cinema, digital video, digital content and paid social.


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