Toyota LandCruiser 300's Musical Spot Outsmarts Australian Adventures

Toyota has raised the bar again with the launch of the all-new LandCruiser 300; packing more power, capability, luxury and technology than ever before. In its latest campaign to launch the LandCruiser 300, Toyota drives home how the LC300 doesn’t just take you anywhere in Australia, it also gets you home with comfort and ease. 

Created by Saatchi & Saatchi Australia, the integrated campaign celebrates both the legendary LandCruiser and the legion of drivers who traverse all parts of Australia in their trusty 4WD. The ‘This LandCruiser drives us home’ campaign platform is brought to life via an anthem that embodies the many stories, experiences and adventures that take place throughout Australia.

Along with highlighting the all-new range, the campaign shines a spotlight on the heritage of the LandCruiser in Australia, including the important role they have played in exploring, and helping to build, the country. It is set to roll out across broadcast, digital, OOH, print, CRM, sponsorships, radio and in-store.

Sean Hanley, vice president, national sales, marketing & franchise operations, Toyota Australia says: “This campaign represents the very essence of what LandCruiser stands for and I couldn’t be prouder of the team involved for bringing this to life in such an entertaining way.”  

Andrew Wearing, senior manager, brand management & communications, Toyota Australia, says: “What better way to honour and celebrate our diverse drivers, who have made LandCruiser a 4WD legend, than with their very own anthem. An anthem that encourages them to get out there in their LandCruiser again. 

“We wanted something that, like the LC, would bring a smile to our drivers’ faces and be sung by all ages, throughout the ages.”

Simon Bagnasco, executive creative director, Saatchi & Saatchi Australia, adds: “This campaign was driven by a simple truth. Lots of vehicles can get you to the most remote and beautiful parts of our country, but there’s only one we know that will always get us back home.”