Saatchi & Saatchi has created a pan-European advertising campaign for the launch of the new Toyota RAV4.
The campaign, which features the strapline “Recreation Redefined”, aims to broaden the compact SUV’s appeal to couples and young families. The television ad, “Freighter”, positions the RAV4 as a more dynamic and agile compact SUV. It opens with a shot of a rough sea in a storm, in the middle of which is a freighter rolling on the waves. Deck hands, attempting to secure a container, discover the new RAV4 inside it, and one of them takes the car for a joyride around the slippery deck, manoeuvring easily between the obstacles as the waves crash around.
The campaign is fully integrated and, as well as the TV execution, includes cinema, print, in-store, outdoor, direct marketing and online activity. Media planning and buying is by ZenithOptimedia.