Toyota, Draftfcb – RAV4: Make It Yours

Posted: April 17, 2013

Toyota South Africa is launching an all new model of their original crossover SUV with a cheeky television commercial and cinema ad from Draftfcb Johannesburg.

The Toyota RAV is widely recognised as the first crossover SUV in the market, a vehicle built on a passenger vehicle platform and combining the features of a SUV such as a high centre of gravity, high ground-clearance with car-like handling and superior fuel economy.

Johannesburg - Toyota - Rav4 - 1 - small

When it first broke onto the motoring scene in 1995, the RAV revolutionised the sports utility vehicle (SUV) category due to its size and its price, hence its billing as the ‘urban off-roader’.

Targeting males in the 35-45 age bracket, the ad launching the RAV4 was devised by a creative team comprising Draftfcb Chief Creative Officer, Brett Morris, James Cloete, Tian van den Heever, Neelesh Vallabh, Lee Goodall and Jayson Dicks.

Johannesburg - Toyota - Rav4 - 2 - small

It positions the vehicle as masculine, versatile and highly desirable.

“Our brief to the agency was to create a launch campaign which would show off the RAV4’s bold new masculine styling and get across the lifestyle which the vehicle enables,” said Toyota South Africa’s Senior Manager: Marketing Communications and Planning, Pieter Klerck.

“We wanted everyone seeing the ad to immediately start day-dreaming, to visualise themselves in the new RAV4 … and then make it theirs by visiting their local dealership,” he said.

The agency’s solution is a television commercial that tells the story of a friendly rivalry between two friends and features a guy who lords his sporting prowess over that of his friend, but then is put in his place when that friend drives off in his dream vehicle – the new RAV4.

Johannesburg - Toyota - Rav4 - 3 - small

Directed by AK of Spitfire Films, it was shot over 5 days in Cape Town and Johannesburg, and featured a dozen fantasy scenes.

“This was an incredibly frenetic and complicated shoot, but one that was needed to convey the versatility and excitement of the all new RAV4,” said Draftfcb Johannesburg Executive Business Director, Mike Di Terlizzi.

“Hats off to our creative team for nailing the concept and Spitfire Films for bringing it to life.”

View the TVC here:



Client: Toyota South Africa

General Manager; Marketing Communications – Kerry Roodt

Senior Manager: Marketing Communications and Planning – Pieter Klerck

Advertising Manager – Astika Chetram

Creative agency: Draftfcb Johannesburg

Executive Business Director:                 Mike Di Terlizzi

Account Director:                                  Jacqui Teixeira

Account Executive                                Nicole Combrinck

Chief Creative Officer:                           Brett Morris

Creative Director:                                  James Cloete

Creative Director:                                  Tian van den Heever

Copywriter:                                           Lee Goodall

Art director:                                           Neelesh Vallabh and Jayson Dicks

Strategic planner:                                  Justin Cloete

TV producer:                                         Barbara Clarke

Media planner:                                      Gwen Bezuidenhout

Production house:                                 Spitfire Films

Director:                                               AK

Producer:                                              Liesl Karpinski

Post-production:                                   Blade, Freq’ncy

Editor:                                                  Jo Gibbon