Toyota's 'For What Matters Most' Aims to Deepen Connections with Canadians

Toyota Canada has launched For What Matters Most, a new brand platform aimed at deepening emotional connections with Canadians. Using its 60th anniversary in Canada this year as a launchpad, Toyota worked with long-time agency partner, Saatchi & Saatchi, to refresh its brand positioning and introduce a new creative platform.

For What Matters Most builds on Toyota’s longstanding values of quality, durability, and reliability. The goal was not to reinvent the brand and abandon these core attributes, but to reframe them in ways that resonate with customers through meaningful and relatable moments that matter most to them.

“For 60 years, the customer has always been at the heart of everything we build and do at Toyota,” said Cyril Dimitris, vice president, sales and marketing, Toyota Canada. “A vehicle is a big purchase, and we recognise that as much as it’s a rational decision, it can be an emotional one as well. That’s why our goal is to help build the confidence for Canadians to take on any road ahead, so that they can connect to the people, places and things that matter most to them."

The launch campaign draws connections between enduring friendships, parents building trust and wondrous adventures, with the qualities of durability, safety and fun-to-drive that are inherent to Toyota vehicles. And while Toyota has a diverse lineup of vehicles that offers choice to Canadians, there was an intentional departure from conventional automotive advertising that emphasise product features and functional messaging of cars. 

“This campaign is all about connecting with Canadians on a human level,” said Rob Gendron, executive creative director, Saatchi & Saatchi.  “Toyota has always been a trusted part of Canadians’ lives, and our approach was to bring that connection to life through relatable stories that reflect meaningful everyday moments and milestones.”

Anchored by a brand manifesto and three launch spots, the campaign launched with placements on TV, cinema, digital platforms, social media, out-of-home (OOH) and toyota.ca – with more to come. For more information about Toyota’s For What Matters Most platform, please visit: toyota.ca/toyota/en/about/toyotas-vision.