Toyota’s agency partners – Saatchi & Saatchi, Burrell Communications, Intertrend, Conill Advertising, and Zenith (placing TV and outdoor media buys) – worked together on the launch of the campaign to showcase creative that highlights the 2020 Highlander’s enhanced power, dramatic new design and sophisticated detailing. The campaign message inspires drivers to ‘go wherever they need you,’ using lighthearted and adventurous tones, originally launched in February with a Super Bowl debut.
In addition, Toyota recently published the Becoming Highlander docuseries on the Toyota Newsroom. The 7-part series gives viewers a behind-the-scenes look at what happened during the months between the initial 2020 Highlander reveal at the New York Auto Show, campaign development, and its delivery to dealerships nationwide.
Source: Saatchi & Saatchi