Toyota Highlander

Automotive / Digital / Video / Hypertargeted / Pre-roll

Problem

Develop a flexible digital concept to create targeted videos for the All-New 2020 Toyota Highlander.

The brief focused on the vehicle's 7-8 person capacity, high-end features, and spacious interior suitable for an adult "crew."

Solution

After my favorite concept, "Room For Your Crew and All Their Baggage," died, it became clear that data was the only way to woo this client. And so, the data-based "___ in 7 " campaign, reinforcing the Highlanders’ 7-8 person capacity, was born.

We designed these pre-roll spots to aid in dynamic targeting.

To accomplish this, we broke the videos down into three shots allowing for the exterior shots to be switched out to target specific audiences with alternate terrain and features.

Variable Shot One

Establishing shot, featuring the vehicle.

Variable Shot Two

Interior shot shows our “crew” and highlights a feature using the “_ in 7” construct to set up to pay off a joke.

Variable Shot Three

Closing shot calls back the joke by highlighting a specific feature.

Toyota Highlander

Featuring LBJ Audio