The&Partnership and Jake Scott Say Hello to Hybrid Happiness with Toyota Yaris Campaign

Building on the successful momentum created by the launch of the ‘Hello Hybrid Happiness’ brand platform earlier in the year, Toyota and The&Partnership Worldwide release their first campaign, marking the launch of the all-new Yaris Cross. 

The Yaris Cross launch is Toyota’s biggest product rollout of 2021, marking their foray into the fast-growing B-SUV segment. The core challenge of the campaign was to introduce a completely new model to the line-up whilst delivering against an aggressive conquest target.

The&Partnership employed a focused data-driven approach to explore this new audience segment - delivering assets that tapped into the wide range of reasons to buy and prioritised adaptability in order meet the diverse needs of Toyota’s 20 European markets. 

It was from these rich audience insights that the creative was built – capturing the joy and joie de vivre of the protagonist, successful entrepreneur Joelle. Directed by Emmy winning and Grammy nominated director, Jake Scott (RSA), we follow Joelle’s spirited journey through the colourful and challenging city to meet her friends - but whatever obstacles are thrown at her, she and the Yaris Cross are always confidently in control.

The 360 pan-European campaign will include TVC, print, OOH, digital, social and brochure assets – with a signal based DCO element at its heart. Maximising the campaign’s relevance and accuracy with the widest range of potential buyers.

Jake Scott, director, RSA Films said: “Joelle and her Yaris are the perfect fit. They always have fun and on this particular day seem to dance across the city, un-phased by any obstacle. We hope this commercial film charms and brings a smile to all who watch it.” 

Martin Cox, creative director, The&Partnership said: “It’s a pleasure to launch the new Yaris Cross with such a joyful new campaign. Whatever the challenges of Covid threw at us, charm and spectacle were the magic ingredients that brought this campaign to life in beautiful Lisbon.”