Corolla had always been known as a time-tested, reliable car. It was never viewed as exciting, sexy or modern. To add to the challenge, the vehicle hadn’t gone through any significant model changes and needed to remain a mass-market, high-volume vehicle for the brand.
To modernize its image, while staying true to its heritage of reliability, we created the Count On Corolla campaign. The work embraced a more contemporary voice and youthful imagery while featuring stories that a broad audience could relate to. The campaign helped secure Corollas place as a top seller for Toyota while refreshing its image.
Commercial 1 of 3
Product: Toyota Corolla
Agency: Saatchi & Saatchi