Toyota launches campaign for full hybrid range by The&Partnership

toyota hybrid ad

The&Partnership has announced its latest campaign for Toyota, called “Not all Hybrid are Born Equal”. 

It is the first campaign under the new Toyota “Hello Hybrid Happiness” platform developed by The&Partnership team in London.

Toyota Europe

Working together with Toyota Motor Europe, the pan European campaign shows how desirable the Toyota Hybrid range is.

Featuring the carmaker’s hybrid range, this is one of the largest shoots that Toyota and the London based agency has coordinated with over 37 edits and 18 KV.

The campaign, directed by Jake Scott (RSA) in Athens, launches this month across Europe with a suite of assets that communicate Toyota range in a simple, memorable way that celebrates Toyota’s flagship technology with the aim of showing how stylish and fun to drive the range can be.

“A crazy shoot for these crazy times”, said Martin Cox, Creative Director at The&Partnership.

“Three contraptions and their eccentric drivers admire the great-looking range of hybrid Toyotas.

“With the challenges of lockdowns, Covid and delivering over 70 versions for our European markets, we needed every ounce of Jake Scott’s directing experience to make this crazy challenge possible.”

Film post-production was handled by UPP whose expertise was evident throughout.

Stills photography was captured and developed in CGI by Sebastien Staub.

Lifestyle imagery was shot on location in Athens by Apostolis Koukousas.

The&Partnership said that for this campaign it collaborated with one of the biggest names on the music scene, Bastille, whose unmistakable style and voice enhance the films with a new version of The Turtle’s 1967 ‘Happy Together’ hit.

The campaign is now live across Europe.