Dream State: Toyota and T&Pm/The Showroom Tap Holiday Films for New Campaign

Toyota Takes You There—Literally

In the latest Toyota campaign, agency. T&Pm enlisted director Lena Beug and Holiday Films to bring dream-fuelled test drives to life—with a sharp comedic twist and a touch of magic realism.

Building on a beloved brand strategy that’s run across multiple seasons, this latest iteration introduces a new filmic structure and a heightened visual style. The result? A series of charming spots that transport dealership browsers into vivid, cinematic daydreams—then drop them back into reality with a sheepish grin.

Each film follows a repeatable arc that’s as simple as it is effective: A customer steps into a new Toyota. Doors close. And suddenly, they’re launched into the off-road adventure or outdoor escape of their dreams. Whether it’s a couple in a Tacoma tackling a forest trail in Mud Mode, or a family navigating the wilderness with the help of the SUV’s 360º Bird’s Eye View camera, the spots blend practical vehicle features with imaginative storytelling.

Crafting Dream-Driven Comedy

Typically, dealership and retail campaigns lean into function over flair. But with this campaign, Lena Beug flips that script—injecting a level of nuance, visual style, dynamic car footage and humour rarely seen in the category. Her direction brings a cinematic quality to the retail space, with clever transitions, visual match-cuts, and strong comedic timing that elevate the experience well beyond the showroom floor.

By fusing observational humour with dreamy escapism, Lena enhances the contrast between dealership reality and fantasy—delivering spots that are as polished and imaginative as they are effective.

Post-production was led by Saints Editorial, with colour grading by Red Lab and sound design by Pirate —collaborating closely with Lena and the team at Holiday Films to craft seamless transitions and refine the spots’ distinctive tone.

With this fresh creative take, lead by CCO Krystle Mullin along with ACD’s Justin Turco and Kurtis Martin and copywriter Jordan Mark, Toyota’s long-standing strategy gets a second wind—proving once again that a test drive is just the beginning of the adventure.