T2 develops transcultural campaign for Toyota Corolla Cross


As the newest versatile family member in the Corolla family, the first-ever 2022 Toyota Corolla Cross kicks off the new year with the ‘Just Right’ campaign, which highlights the compact SUV’s capabilities and features that are sure to accommodate life’s adventures.

Toyota’s long-standing Total Toyota (T2) marketing model – Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend – produced the transcultural mainstream campaign.

The campaign showcases a unified style across all creative throughout the T2 agency broadcast spots.

“We’re excited to launch the first-ever Corolla Cross here in the U.S. with the ‘Just Right’ campaign, which encourages guests to cherish life’s perfect wins, big or small,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “Corolla Cross has everything our drivers want – an elevated and upgraded compact SUV, designed for every lifestyle.”

In the spot created by Saatchi & Saatchi and directed by Prettybird’s Max Malkin, ‘Perfect Getaway’ features a group of friends heading out for a weekend escape. They’re in awe as the rain suddenly clears so they’re able to pack up their Corolla Cross. As they’re leaving town, all the traffic lights turn green, and the day suddenly falls into place for their road trip. Watch the work below:

In ‘Find Your Groove’, created by Burrell Communications and directed by In & Out’s Daniel Azancot, internet dance phenomenon Aubrey Fisher and his friends – Gordon Watkins, Alexandra Watkins, RainO – pack up for a road trip, utilizing the Corolla Cross to help them find their groove to begin their trip – from an automatic liftgate and spacious cargo area, to five-passenger seating.

“Skate Instructor” developed by Conill Advertising and directed by Max Malkin, features professional skateboarder Paul Rodriguez Jr. The spot illustrates how the Corolla Cross delivers just the right amount of cargo space to fit his equipment, while showcasing the vehicle’s design and smooth moves on the streets, just like on his skateboard. 

Intertrend developed two spots, “Showtime” and “Picture Perfect,” that highlight the all-new Corolla Cross’ available AWD capabilities and seamless style. In “Showtime,” a man picks up his cousin from the airport, who’s come to America for the first time. Looking to impress him, he takes him to a one-of-a-kind view of the Northern Lights, equally as unique as the Corolla Cross.

In “Picture Perfect,” a content creator couple looks to amaze their followers with the help of the Corolla Cross. Through every turn of their drive, the couple, their dogs, and the Corolla Cross are in perfect sync to the beat of the music. The spots were directed by Papaya Films’ Brent Bonacorso.

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The Corolla Cross campaign will extend across linear TV, digital video, digital content, programmatic, paid social, experiential, audio, and out-of-home. High-profile prime and sports programming includes the NBA, NFL, NASCAR, Univision, Telemundo, OWN, Discovery en Español, WillowTV, BET, and more.

Digital content/video includes partners such as Peacock, Vevo, YouTube, Hulu and Hulu Latino, Disney, Tastemade Español and more. Partnerships include Apartment Therapy, Buzzfeed, Amazon, and Spotify, among others. Social is across Facebook, Instagram, Snapchat, TikTok, Twitter, Pinterest, Twitch, Imgur, and Reddit. Social will include a special TikTok collaboration soon to be announced.

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