A far cry from automotive category norms, Toyota GB’s latest campaign focuses on running rather than driving. 

In celebration of Toyota GB’s new sale event, the new playful spot created by The Corner riffs on the nation’s love of a bargain. The humorous spot features the news of a Toyota sale spreading, sparking Brits ditching whatever they are doing to run down to the garage and nab a bargain. 

The upbeat, humorous spot shows that the race to the sale is on. Audiences see people jump up mid hair cut, drop expensive items, abandon their dinners and leave in their pajamas to join in the race and run to get involved. A Toyata employee feels the ground shake as she waits for customers to arrive before the garage is flooded with excitement and chaos. A voiceover reveals that the ‘Toyotathon is on’ with savings of up to £1000. 

The dynamic spot uses humour to drum up excitement and encourage customers to get down to their local garage. Leaning into the British sense of humour, with wit and absurdity, the spot even includes one excited customer in a banana suit. 

The Corner was appointed by Toyota GB following a competitive pitch earlier this year. In this piece of work the team was tasked with delivering an impactful and durable sale event platform that had the flexibility to support other future events.

The campaign will run across TV (Linear + Video On Demand), Radio, Digital and Social, following some teaser activity across the London and Manchester marathons.

Emma Lane, General Manager of  Brand Communications at Toyota GB, explained: “We wanted to create something that was distinctly Toyota and something that would resonate with a UK audience.” 

Tom Ewart, Chief Creative Officer at The Corner, added: “Something a bit different for a car ad: people running. We wanted to celebrate the British obsession with nabbing a great bargain, and get some pushing and shoving in there too.”