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News 25 May 2022 - 3 min read

Indie agency HERO shares first major campaign for Toyota since $100m pitch

By Sam Buckingham-Jones - Deputy Editor
Hero Toyota Corolla

“The Toyota Corolla is one of Australia’s most recognised and well-loved vehicles, having sold over 1 million cars nationally and over 50 million worldwide since its initial release,” Toyota Motor Corporation Australia’s CMO, Vin Naidoo, said.

Toyota Australia handed its consolidated media, creative and digital account to Publicis in early 2021, but signed indie agency HERO for some select campaigns. The indie has put out its first, with a new brand platform for the Toyota Corolla.

What you need to know:

  • Indie agency HERO have shared their first major campaign under new agency arrangements with Toyota Australia. Publicis won the pitch, but the indie was signed for select product portfolios.
  • HERO’s first campaign is for the Corolla: Never Stop Smiling.

More than a year after it was announced Toyota would hand the bulk of its digital, media and creative to Publicis, indie agency HERO has come out with its first major campaign under the new arrangement – a new brand platform for the Toyota Corolla.

The vast majority of Toyota’s $100 million media and creative accounts were moved from The Media Store to Publicis last year, ending a decades long relationship in favour of the holdco.

Spark Foundry was handed media planning and buying, and Saatchi & Saatchi held the main creative account, but BWM Dentsu retained retail and HERO was selected for some product portfolios.

Today, the agency launched its first major work for the Corolla: ‘Never Stop Smiling’.

 “The Toyota Corolla is one of Australia’s most recognised and well-loved vehicles, having sold over 1 million cars nationally and over 50 million worldwide since its initial release,” Toyota Motor Corporation Australia’s Chief Marketing Officer, Vin Naidoo, said.  

“The HERO campaign encapsulates the joy this iconic vehicle has brought to drivers across the country over the years, who have fallen in love with its distinctive features, innovative technology, engaging driving dynamics and well-documented reliability and durability.”

Benjamin Coulson, HERO’s Chief Creative Officer, said: “For decades Corollas have been putting a smile on Aussie faces, we thought it was time to return the favour.”

HERO is also understood to have been involved in the Lexus pitch, which saw the luxury brand consolidate its media and creative into Publicis. 

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