Toyota is taking a revolutionary approach to its Grand Highlander marketing campaign by combining multicultural and mainstream messages. This significant strategy shift comes as the automobile giant launches what it touts as its most potent midsize SUV yet. While the campaign harnesses the expertise of multiple agency partners, including those specializing in multicultural audiences, the central theme remains firmly anchored in T2. Emphasis is placed on portraying the Grand Highlander as a vehicle that’s at the heart of cherished family moments.
The consistent theme underscores the industry’s broader move towards more inclusive marketing, ensuring no demographic feels alienated. In a heartwarming spot titled “HBCU Tour” by Burrell Communications Group, viewers follow a Black family as they discuss potential colleges for their son. The narrative is enriched by Kenya Barris of “Black-ish”, who directed this piece marking his commercial debut. Another narrative, “Labor” by Conill Advertising, revolves around a Spanish-speaking family prepping for a hospital visit for childbirth, highlighting the vehicle’s utility in family-centric scenarios.
Advertisements from Saatchi & Saatchi and InterTrend Communications further celebrate family bonds and humor, with a shared emphasis on the Grand Highlander’s expansive design, especially its spacious third row. Adding an eco-friendly touch, Toyota also promotes hybrid models aligning with their “Beyond Zero” initiative aimed at carbon neutrality.
This expansive campaign finds its spotlight on platforms like “Thursday Night Football” and “Sunday Night Football,” along with major soccer events and the Billboard Latin Music Awards. Online, it’s fueled by collaborations with digital giants like Hulu, YouTube, Max, Sensical, and Pandora. Social media aficionados can also catch the campaign across platforms including TikTok, Meta, Snapchat, Reddit, LinkedIn, and Pinterest.
Toyota’s strategy to interweave multicultural elements into a unified campaign is a laudable move, reflecting the brand’s commitment to inclusivity. It sets a benchmark for others in the industry to develop more encompassing marketing narratives.