{"id":172476,"date":"2020-11-18T15:18:40","date_gmt":"2020-11-18T13:18:40","guid":{"rendered":"https:\/\/mypr.co.za\/?p=96545"},"modified":"2020-11-18T15:18:40","modified_gmt":"2020-11-18T13:18:40","slug":"toyota-shows-south-africans-the-meaning-of-the-luxury-of-freedom-with-new-toyota-fortuner","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/toyota-shows-south-africans-the-meaning-of-the-luxury-of-freedom-with-new-toyota-fortuner\/","title":{"rendered":"Toyota shows South African\u2019s the meaning of \u2018the luxury of freedom\u2019 with new Toyota Fortuner"},"content":{"rendered":"
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Toyota South Africa is showing South Africans exactly what the phrase \u2018the luxury of freedom\u2019 means with the launch of the new Toyota Fortuner.<\/p>\n

Owing to its repertoire of capabilities, the Toyota Fortuner has earned its title as South Africa\u2019s SUV of choice for more than a decade, and delivers the complete package sought after in a vehicle within this segment, It\u2019s known to offer exceptional value-for-money for those who are motivated by its lifestyle qualities, as well its ability to undertake long trips and handle off-road conditions.<\/p>\n

In recent years, the Fortuner\u2019s positioning has been expressed creatively as \u2018the luxury of freedom\u2019.<\/p>\n

And, for the launch of the new models, the FCB Joburg team of Executive Creative Director Tian Van Den Heever, Creative Director Julie Thorogood, Art Director Nivedhna Manidutt and Copywriter Stefan Schutte was tasked to develop a 360\u00b0 campaign that rearticulated this product positioning in an unfamiliar pandemic world.<\/p>\n

The result is a beautifully shot collection of pieces that remind South Africans why road trips in their country are so magnificent while using humour to explore the way in which our relationships, especially at work, changed during lockdown.<\/p>\n

\u201cThe new Fortuner range ticks even more boxes, boasting an array of luxury upgrades to the vehicle\u2019s interior and exterior aesthetics; entertainment and connectivity; and most importantly world-class safety and category-leading off-road capability,\u201d said Toyota South Africa Senior Advertising Manager, Tasneem Lorgat.<\/p>\n

\u201cAnd, with COVID-19 changing the travel and tourist landscape, there\u2019s an opportunity for the Fortuner to shine even brighter as South Africans head out on road trips for their holiday adventures. Critically, we wanted to highlight the host of upgrades across the Fortuner range in an effort to sustain the Fortuner\u2019s position as South Africa\u2019s favorite SUV.\u201d<\/p>\n

\u201cKnowing that we have never overtly articulated what \u2018the luxury of freedom\u2019 means to our consumers, we tapped into the fact that South Africa\u2019s lockdown gave us all an unprecedented opportunity to be really human,\u201d added Van den Heever.<\/p>\n

\u201cWe created an emotionally charged campaign to remind everyone why this is South Africa\u2019s favourite SUV, and why it truly offers \u2018the luxury of freedom\u2019 to tell the story of a Fortuner driver, Dave, who is making the best of the new normal,\u201d he explained.<\/p>\n

View the TVC here: https:\/\/www.youtube.com\/watch?v=4ft6FCyRc1A.<\/p>\n

The campaign kicked off on November 9 and comprises all the above-the-line elements, digital and social, out-of-home and collateral within dealerships.<\/p>\n

It was shot in the Karoo by Egg Films\u2019 Adrian De Sa Garces and explores in a \u2018serialised\u2019 manner, the relationship between Dave, his boss and his colleagues as his Fortuner allows him to work from anywhere, to literally enjoy \u2018the luxury of freedom\u2019.<\/p>\n

Credits:
Client \u2013 Toyota South Africa
Brand \u2013 Toyota Fortuner
Glen Crompton \u2013 Toyota South Africa Vice President: Marketing
Tasneem Lorgat \u2013 Toyota South Africa Senior Advertising Manager
Zhandre Brandt \u2013 Toyota South Africa Manager: Advertising & DTP
Creative Agency \u2013 FCB Joburg
Brett Morris \u2013 Nahana Communications Group Chief Executive
Tian Van Den Heever \u2013 Executive Creative Director
Alan Schreiber \u2013 Executive Business Director:
Julie Thorogood \u2013 Creative Director
Stefan Schutte \u2013 Copywriter
Nivedhna Manidutt \u2013 Art Director
Lara Chatzkelowitz \u2013 Communication Strategic Planner
Langelihle Sithole \u2013 Digital Strategic Planner
Thato Rahlau \u2013 Project Manager
Itumeleng Mokae \u2013 Account Lead
Nakita Bolus \u2013 TV Producer
Egg Films \u2013 Production House
Adrian De Sa Garces \u2013 Director
Audio Militia \u2013 Post-Production<\/p>\n

CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n

Pages: Page <\/span>1<\/span> Page <\/span>2<\/a><\/div>\n

Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Toyota South Africa is showing South Africans exactly what the phrase \u2018the luxury of freedom\u2019 means with the launch of the new Toyota Fortuner. Owing to its repertoire of capabilities, the Toyota Fortuner has earned its title as South Africa\u2019s SUV of choice for more than a decade, and delivers the complete package sought after […]<\/p>\n","protected":false},"author":1,"featured_media":172477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-172476","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mypr","8":"category-south-africa","9":"tag-mypr","10":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2020\/11\/toyota-shows-south-africans-the-meaning-of-the-luxury-of-freedom-with-new-toyota-fortuner.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/172476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=172476"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/172476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/172477"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=172476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=172476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=172476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}