Toyota Begins Pushing Emotional Connections Instead Of Products

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Toyota vehicles make appearances, but they largely take a back seat to the messages being conveyed. Several spots star non-actors. The people riding in the Sienna minivan in the “New World” commercial are an actual family.

The campaign launched Oct. 3.

“Creating emotional connections with consumers through storytelling is our goal with advertising in general, and for this campaign, specifically, we saw an opportunity to lean into that even more, given the current consumer sentiment,” Lisa Materazzo, group vice president of Toyota division marketing at Toyota Motor North America, told Automotive News. “Consumers are looking to connect with brands on a deeper level, and that makes it the perfect time for this initiative.”

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