Toyota “Says So Much” in 2023 Crown campaign

(Courtesy of Toyota)

Toyota invites drivers to stand out in the all-new 2023 Toyota Crown with the “Says So Much” campaign. The fully integrated campaign, created by Saatchi & Saatchi, conveys how great it feels to show off the jaw-dropping style and performance of Toyota’s all-new sedan.

The campaign expresses the confidence that comes from driving the reimagined sedan and “Says So Much” about what the buyer will experience driving the 2023 Toyota Crown.

In the :30 spot, titled “Reunion,” directed by Biscuit’s Rachel McDonald, viewers are invited to imagine moments where they might effortlessly stand out in style in the all-new Toyota Crown. The spot features the main character’s commute and arrival to a school reunion while showcasing the Toyota Crown’s bold styling, premium comfort, and elevated ride height. Watch below:


“‘Says So Much’ celebrates the customer who is always reaching for that next milestone,” said Lisa Materazzo, group vice president, Toyota Marketing, Toyota Motor North America. “The all-new Toyota Crown customer wants a vehicle they can be proud of – one that celebrates their achievements. The campaign showcases the sedan’s dynamic presence and styling that will help our drivers stand out in the crowd.” 

The “Says So Much” Toyota Crown campaign extends across linear TV, digital video, digital content, streaming audio, programmatic, paid social, and search. High profile Network Prime and sports programming includes NFL Wild Card games and Divisional Playoffs, NBA and more.

Digital content/video includes partners such as The Atlantic, Hulu, Discovery, Peacock, YouTube and more. Partnerships include Yahoo, Google, and iHeart Media, among others. Paid Social runs across Meta, LinkedIn, Reddit, and Pinterest.

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