Toyota Revisits “Treat It With Respect” for New Yaris TV Campaign

10 October 2016

Toyota has launched an all-new version of its classic “Treat it with Respect” ads in which Yaris drivers’ love for their cars led to comic consequences for their friends and family.

Toyota’s new TV ad, breaking on 10 October, presents a comic story in a real world situation that will resonate with its target audience. The opening shots show a woman turning up the controls on her friend’s tanning cubicle before cutting to their journey home in her Yaris, her friend clearly distraught with her baked bean complexion. The action cuts to two days earlier, where it is revealed what prompted the prank: the friend is seen brushing her hair inside the Yaris and thoughtlessly dropping the strands on the upholstery.

The campaign marks the welcome return of a tagline Toyota has previously used to good effect for Yaris, notably in a 2010 ad featuring the Supergrass star Gaz Coombes.

Andrew Cullis, Toyota GB Marketing Director, said: “Yaris is well-established as our best-selling model in the UK and we wanted to capture the strong pride it generates with owners in a fun scenario that people will instantly identify with.

“Our recent Yaris campaigns have focused on the hybrid model – our unique offering in the small hatch market – but our intention now is to promote the excellent qualities of Yaris. This covers aspects such as the car’s style and enjoyable drive.”

The campaign will launch on 10 October across multiple terrestrial and satellite channels and will continue across the next month on TV, OOH, digital and social with an estimated spend of £3million. 

Directed by David Kerr, the advert has been created for Toyota GB by Saatchi and Saatchi.

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Toyota Revisits “Treat It With Respect” for New Yaris TV Campaign


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