Toyota launches The Big One Sales Event summer ad campaign

Car giant Toyota has unveiled a new series of ads designed around the joy of getting a new motor.

The company is set to launch three creatives titled Celebrate Your Way, Dance Celebration and Seltzer Spray Celebration. The videos come in 30 and 15 second spots, and feature happy customers taking a selfie, dancing and popping a bottle of seltzer water.

The spots will run in the US throughout July across TV, social and digital as part of Toyota’s The Big One Sales Event.

Toyota worked with agency AOR 22Squared on the campaign. Alex Lukacs, VP and Creative Director of 22Squared, said: “We were really inspired by the statistic that two out of three Americans entered 2023 with the optimism that this year would be better than 2022 and wanted to carry that theme into the summer months. This campaign is all about the weight-off-your-shoulders feeling of finally getting a new car and being ready to conquer anything – a feeling you can’t help but celebrate.”