Toyota Motor North America and Saatchi & Saatchi unveiled this “A New Story Begins” campaign for the automaker’s new vehicle: the first-ever Toyota C-HR.
The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. “We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age,” said Renato Braga, Saatchi & Saatchi’s creative director.
The debut spot in the campaign is this one directed by Noam Murro of Biscuit Filmworks which reimagines a modern version of the Cinderella fairytale. “Cinderella,” which screened recently in cinema theaters, reimagines a modern version of the Cinderella fairytale. Played to a backdrop of urban city lights, Cindy is stuck working late while her co-workers go to a fashion show. Like the rebellious Toyota C-HR, she takes charge and breaks the rules of conformity and escapes in her present day Toyota C-HR carriage.
