Toyota Motor Asia has unveiled a new regional brand campaign centered on three pillars: diversification, service excellence, and quality, durability and reliability (QDR).
The campaign aims to reinforce Toyota’s longstanding commitment to customers amid a rapidly evolving mobility landscape shaped by new technologies, powertrains and rising consumer expectations. It underscores the brand’s focus on trust, reassurance and long-term reliability while highlighting its deep roots in Asian communities.
The campaign was developed together with The Crisp Group, in collaboration with Benetone Films, Finally Studios, Black Cat White Cat Music and Assembly Global Australia. It will roll out across digital, social and premium video platforms in Thailand, Indonesia, Philippines, Vietnam, Singapore and Malaysia, presenting a unified expression of Toyota’s brand promise: supporting people to navigate a changing mobility world with confidence.
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Central to the campaign are three distinct films, each reflecting one of the brand pillars. “Diversification” showcases Toyota’s wide range of mobility solutions and its commitment to inclusivity and choice. It features a farmer, a livestreamer and a chef, each embarking on their own separate paths only to come together and cook for the community they are a part of.
Meanwhile, “Service excellence” adopts a lighter, energetic tone, showcasing Toyota’s service network and the confidence it inspires. The film follows a girl named Maya, whose plans for an adventure with her friends hit an unexpected snag. Viewers are taken through the group’s experience at a Toyota service centre, where efficient support helps them get back on the road quickly.
Finally, the QDR film demonstrates the brand’s promise of quality, durability and reliability through everyday experiences backed by rigorous engineering.
“As we continue to strive towards mobility for all, it is important for us to communicate Toyota’s strengths in a way that is authentic, human and relevant to people’s everyday lives,” said Jaja Ishibashi, general manager of Toyota Motor Asia. “This campaign reflects our long-standing commitment to quality, service and meeting the diverse needs of customers with confidence, reliability and trust.”
“Toyota’s credibility is the result of decades of consistency along with continuous progress and innovation,” said Shantanu Dasgupta, co-founder and CEO of The Crisp Group. “Our role was to translate that trust into human stories, coded in contemporary culture while remaining unmistakably Toyota.”
The campaign builds on Toyota Motor Asia’s broader regional initiatives, including last year’s evolution of its “Move your world” brand platform, launched alongside Toyota Motor Thailand. The initiative aims to inspire positive change, spark social impact, and foster connections that go beyond mobility, highlighting Toyota’s commitment to shaping a future where everyone can move forward together. Drawing inspiration from youth movements and grassroots collectives across Asia, the repositioning seeks to connect the region’s talent, creativity and innovation under a unified, purpose-driven narrative.
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