PLANO, Texas, Jan. 4, 2022 /PRNewswire/ -- The all-new
2022 Toyota GR86 campaign "FasterClass," kicking off today,
features the next-generation sports coupe designed by enthusiasts
for enthusiasts. Thrills are just around the corner with the modern
sports car that can master any drive.
"The driver is at the center of this new campaign as we showcase
the GR86's track-ready performance," said Lisa Materazzo, group vice president, Toyota
Marketing, Toyota Motor North America. "The team behind Toyota
Gazoo Racing's championship racecars looked to engineer even
greater curve-hugging precision and performance with this next
generation coupe, and we're excited to bring that to life in the
campaign."
The fully integrated GR86 campaign was developed considering the
transcultural mainstream audiences across America. Toyota campaigns
are integrated through one strategic brief, creative idea and media
plan – and create a cohesive marketing approach inclusive of
multicultural marketing and the total market model. The campaign
features work from Saatchi & Saatchi, Conill Advertising and
Intertrend. The "FasterClass" campaign showcases a unified theme
across digital and social creative.
In Saatchi & Saatchi's series of :6, :15 and :90 spots,
racing legends Stephan Papadakis,
Fredric Aasbø, Ryan Tuerck and
Ken Gushi, along with Hunter Taylor, become one with the machine. The
GR86 was track-tuned for this group of corner-huggers,
redline-chasers and quick-shifters. Those who are on the
never-ending pursuit of better... faster. This is where the masters
of the road assemble and where skills are honed and driving
potential is realized. This approach demonstrates how the
track-ready GR86 is made to unlock the true potential of any
driver, on any road, for everyday driving. The spots were directed
by Ozan Biron and can be viewed
here.
Conill Advertising developed a series of creative spots for
social and digital platforms that highlight the impressive and
sporty GR86. The essence of the "Urban Professors" series takes the
GR86 from racetrack to city streets with real people who embody
street smarts. How? Because they live to drive and drive to live.
From a delivery and taxi driver to a paramedic, these true masters
of the streets demonstrate the smooth and high performance of the
GR86. Another series of social videos will show that this car, born
for the track, can handle the streets of the city with ease and
superior performance, from curves to challenging turns. The spots
were directed by Pascal
Heiduk and can be viewed here.
Intertrend's creative for the campaign taps into the Japanese
sports car heritage. Anime and mangas such as Initial D, which
features the legacy AE86, are two of the conduits that piqued the
interest of Asian Americans into the world of Japanese sports cars.
Toyota has collaborated with the creators of Initial D to create
the GR86 x Initial D Hachi-Roku Trilogy, which highlights the 86's
legacy and introduces the vehicle's next evolution with the GR86.
The spots were directed by Annis
Naeem and can be viewed here.
Media Placements
The GR86 campaign extends across
digital video, digital content, programmatic, paid social, print
and experiential. Digital content/video includes partners such as
Amazon, Bleacher Report, Canela, Disney, Gen.G, Hearst, Hulu, NBC,
Pandora, reddit, TuneIn, Univision, Xbox One, Yahoo, YouTube,
88rising and more. Print includes Car and Driver (including 10Best
2022), Motor Trend, Popular Mechanics and Road & Track.
Partnerships include Twitch and Twitch LatinUp! Concert Series,
Hypebeast and Fandom FIFA Road to World Cup Sponsorship among
others. Social is across Facebook, Instagram, Pinterest, Twitter,
Twitch, TikTok and Reddit.
For credits, please click here.
About the 2022 Toyota GR86
The all-new 2022 Toyota
GR86, the new generation of Toyota's driver's car, brings
affordable sports car fun, all with a larger 2.4-liter engine that
delivers improved 0-60 times. Available in two grades, the all-new
GR86 features a redesigned interior and exterior with a starting
Manufacturer's Suggested Retail Price (MSRP) of just $27,700. Available at Toyota dealerships now, the
thrills are just around the corner with the all-new 2022 GR86.
Key features include:
- Precision handling, low center of gravity and near perfect
balance
- Available in a choice of 6-speed manual or paddle shifted
6-speed automatic transmission
- 2.4L flat-four engine rewards drivers with an improved torque
curve throughout the rev range
- Functional vents and air outlets maximize handling
precision
- Updated interior features new seating, 7-in. digital instrument
cluster and multimedia system
- Complimentary 1-year membership to the National Auto Sport
Association (NASA) with 1 High Performance Driving Event
(HPDE)
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in North America
for more than 60 years, and is committed to advancing sustainable,
next-generation mobility through our Toyota and Lexus brands plus
our 1,800 dealerships.
Toyota has created a tremendous value chain and directly employs
more than 47,000 in North America.
The company has contributed world-class design, engineering, and
assembly of more than 40 million cars and trucks at our 14
manufacturing plants, 15 including our joint venture in
Alabama that begins production in
2021.
Through its Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota, visit
https://pressroom.toyota.com/.
Media Contacts:
Marissa Borjon
Toyota Motor North America
469-292-6395
marissa.borjon@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota