Toyota unleashes new brand campaign featuring next generation of 'Buddy'

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Conceptualised to give longevity and flexibility to Toyota's marketing communication during the recent global recession, the brindle Boxer has proven to be one of the vehicle manufacturer's most hardworking employees. He's put his shoulder to the wheel in all areas of its business to both promote new models and pay tribute to the classics. This is his first appearance, however, commentating on his lineage, Toyota's heritage, and his 'family's' long-lived and beneficial relationship with Toyota.

The ad, which launched on July 17, opens in the family's TV room; they're watching a good old-fashioned slide show, albeit using newer technology. Alongside Buddy sits a younger Boxer, whose name is Junior. We see typical slice-of-life shots - on the farm, moving house, at the drive-in, washing the car, camping, a wedding and so on. In each shot is a Toyota... and a Boxer; if not Buddy, one of his relatives. It is very clear that both vehicles and pooches have been vital members of the family for many years, sharing adventures and making memories over many generations.

Buddy narrates the slide show explaining who each family member - and Toyota - is in each shot. The youngster is far more impressed by the vehicles than anything else on screen.

According to Toyota SA's Senior Manager: Marketing Communications Planning & Advertising, Pieter Klerck, the agency was briefed to show Toyota's strong product line and capitalise on the brand's rich heritage.

"On the face of it, this latest commercial is just about family memories. The sub-text, however, is the story of how Toyota has been a part of ordinary South Africans' lives for nearly five generations since the very first of its vehicles - the Stout - was introduced to its shores in the early 60s. This ad cleverly combines the treasured and trusted with the new, that's Buddy, while also reinforcing the fact, by showing the younger dog, that Toyota vehicles will be here for future generations of South Africans to share adventures with."

Buddy made his television debut for the vehicle manufacturer in September last year. "In adspeak, he represented a different approach; one which could be extended to all parts of the business, and was an idea that spans all channels of communication. He was brought to life by Draftfcb Johannesburg's creative team of group chief creative officer Brett Morris, James Cloete and Ivor Forrester together with a host of specialists from the agency and its suppliers including Bouffant Productions and the special effects creators at Sinister Studios.

Added Morris: "Since the early 60s, Toyota has continually built a legacy based on sharing the South African spirit of adventure. In the consumer's mind, these add up to 'trust'. Our icon, Buddy, is the dog's dog; the epitome of honesty, loyalty and warm-heartedness, he personifies the Toyota brand in a universal way.

"By combining Buddy, the youngster and photographs of family memories the message in this commercial is made clear: Toyota's vehicles may have changed over the years but under the skin they are the same solid, reliable and dependable vehicles brought to you by a company that places a great deal of emphasis on heritage, trust and commitment," he said.

The TV ad is supported by radio advertising as well as a print campaign.