17 March, 2020 - 09:03
For the launch of the brand-new Corolla and Corolla Quest models, Toyota South Africa is repositioning its iconic Corolla marque with a new creative platform. Created by FCB Joburgs team of Executive Creative Director Tian van den Heever, Creative Director Julie Thorogood, Designer Heloise Byrne, Art Director Kursten Meyer and Copywriters Verona Meyer and Lucy Holford-Walker, the new platform heroes the three unique product offerings within the Corolla range, while challenging consumers to view the range in a new light.
Toyota SAs Senior Advertising Manager, Tasneem Lorgat, explained: Introduced to the South African driver in 1966, the Toyota Corolla is entrenched in the Nations psyche as a go-to sedan. Its key target market is moving up in life - ambitious and tenacious, they are aspirational and want their vehicles to reflect their upwardly mobile status.
While the Corolla badge is usually associated with the family-suited Corolla sedan, too few appreciate that the range also includes value-for-money and versatility offerings in the Quest derivative, performance and styling features prevalent in the Corolla Hatch, and world-class safety and technology in the newly-launched Corolla sedan.
The agency was briefed to get South Africans thinking about Corolla as a range of vehicles that Has it All, as well as fully appreciate just how well specced each derivative within the range is. Of course, the creative platform had to be memorable to ensure Corolla remained top-of-mind outside of campaign periods, she said.
The agencys solution was to develop a platform with distinctive brand assets that can be executed in a myriad of ways across multiple channels, while still being relevant to each of the Toyota Corollas and its audiences.
The key characters contributing to the platforms narrative are the manufacturing robots on the Corolla assembly line,that mimic day-to-day office banter and gossip - their voices provided by famous South African comedians - referencing the new Corollas features as they do so. Showcasing an animated version of the Corolla production plant, it was shot at Kyalami Grand Prix Circuit in Midrand, the TVC was directed by Dean Blumberg of Massif Media with post-production by Chocolate Tribe.
The campaign launching the Corolla range incorporates above-the-line, digital and social, out-of-home, print, radio and below-the-line elements. It kicks off with the launch of the Corolla Quest in March 2020, followed by the all-new Corolla sedan campaign in April 2020, leading up to the Corolla Hatch campaign in the second half of the year. These campaigns all feature the day-to-day life of the Corolla assembly robots as they constantly work on enhancing the range.
You can view the first TVC built on this platform here: https://youtu.be/jhM4vVx2glE
Credits:
Client: Toyota SA
Executive creative director: Tian van den Heever
Senior Manager Advertising, Toyota SA: Tasneem Lorgat
Advertising manager, Toyota SA: Lensha Dlamini
Creative agency: FCB Joburg
Creative Director: Julie Thorogood
Copywriters: Verona Meyer & Lucy Holford-Walker
Art director: Kursten Meyer
Design: Heloise Byrne
Communication Strategic planner: Stuart Simms
Digital Strategic planner: Langelihle Sithole
Account Manager: Sibusiso Zondo
Project Manager: Shiraz Mckenzie
Account director: Sibusiso Zondo
TV Producer: Nakita Bolus
Production house: Massif Media
Director: Dean Blumberg
Post-production: Chocolate Tribe
Embedded video for Toyota repositions Corolla with new creative campaign from FCB Joburg
Commercials
Africa South Africa
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
06/12/2025
FORT LAUDERDALE, Fla. A new survey from Pixitmedia by Datacore revealed a major shift in the Media & Entertainment industry in media archiving, with 85% of resp...
06/12/2025
HACKENSACK, N.J. LiveU has announced that the national public broadcaster Czech Television has completed one of the largest LiveU live production deployments fo...
06/12/2025
NEW YORK The National Academy of Television Arts and Sciences (NATAS) presented the Excellence in Production Technology Emmy Award to NASA+ and Dr. Tom Leight...
05/12/2025
2025 Sports Broadcasting Hall of Fame: Curt Gowdy Jr. - Master Storyteller, Nati...
05/12/2025
SVG Sit-Down: Veritone's Sean King on the Power of Mining Video, Audio DataThe company's Data Refinery offers users total control and governance over da...
05/12/2025
Platinum White Paper: Inside the Nashville Predators' Unified, Flexible, Sca...
05/12/2025
Netflix Reaches Agreement To Acquire Warner Bros. Following Planned WBD SplitThe deal does not include WBDs sports assets like TNT Sports (US, UK, LatAm), Euros...
05/12/2025
FOX Sports Returns to Indianapolis for Primetime Broadcast of Big Ten Championsh...
05/12/2025
SVG Summit 2025 Preview: Digital Engagement & Monetization Workshop Tackles the ...
05/12/2025
Atlanta United Lights Up New Emory Healthcare Studio With First Live Broadcast f...
05/12/2025
As Messi Takes the Pitch, MLS, Apple, NEP Roll Out Largest MLS Cup Production Ev...
05/12/2025
ESPN Enters College Football's Most Intense Month With Elevated Workflows fo...
05/12/2025
It's about that time! Awards season is in full swing, and the Film Independe...
05/12/2025
Every year, Spotify Wrapped offers a personalized look back at the audio that defined your year. It's a snapshot of your listening habits, designed to tell ...
05/12/2025
In 2025, Spotify's EQUAL, GLOW, and RADAR programs celebrated women, LGBTQIA , and emerging artists who turned moments into milestones. From breaking record...
05/12/2025
In our latest blog, we explain how Wi-Fi 7 rollouts can drive consumer loyalty with value-add services such as consumer cybersecurity. We also explore how this ...
05/12/2025
LOS ANGELES Netflix announced it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Nielsens Gracenote has launched Gracenote Content Connect, a new ad platform that provides agencies, brands, supply-side platforms (SSPs) and demand-si...
05/12/2025
NEW YORK In an most important update to the workings of deal-based programmatic advertising, IAB Tech Lab has released version 1.0 of its Deals API for public c...
05/12/2025
NEW YORK Pass the turkey. Pass the stuffing. Pass the cranberry sauce. All are common requests of Americans celebrating Thanksgiving Day with family and f...
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
HOLLYWOOD, Calif. Netflix announced today that it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....
05/12/2025
NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...
05/12/2025
WASHINGTON The Federal Communications Commission has approved AT&T's $1.02 billion acquisition of spectrum from UScellular in a decision that was issued sho...
05/12/2025
The Best Coldplay Songs: 21 Tracks That Shoot for the Stars From Yellow to Viva La Vida, Fix You to Paradise, this playlist goes back to the start.
December ...
05/12/2025
Zafris Lecture Series Brings Nabil Ayers to Berklee The 32nd annual James G. Zafris Distinguished Lecture series was held on Thursday, November 13, with guest...
05/12/2025
Friday 5 December 2025
A new Game of Thrones Tale: Official trailer for Sky Exc...
05/12/2025
Back to All News
Don Lee, Lee Jin-uk, and Lalisa Manobal to Star in Netflix Act...
05/12/2025
Tis the season of giving once again and this year we've taken our Give Back Fridays' concept and turned it on its head.
In the autumn we were approach...
05/12/2025
Brayden Gogis doesn't remember a time when he wasn't completely fixated on games in all forms. In preschool, when they asked us to dress up as what we ...
05/12/2025
The Grinch steals the spotlight as the theme for The Late Late Toy Show 2025
Tune in tonight at 9:35pm on RT One and worldwide on RT Player
#LateLateToyShow...
05/12/2025
RT Announces New Presenters of Flagship News Programmes
New RT Six One News co-presenter Tommy Meskill
Sarah McInerney & Justin McCarthy join Morning Ir...
04/12/2025
ToolsOnAir Blackmagic Design HyperDeck Event Presets for just:in mac pro 2025 & ...
04/12/2025
ToolsOnAir AJA Ki Pro Event Presets for just:in mac pro 2025 & just:in linux
More Details:Starting with version 5.5, both just:in mac pro and just:in linux sol...
04/12/2025
Wangu Kanuri from Kenya and Godwin Asediba from Ghana are two of this years finalists for Thomsons Young Journalist of the Year Award. The pair are runners-up i...
04/12/2025
SVG Sit-Down: ProximaVision's Claudio Lisman on Why Tethered Drones Could Be...
04/12/2025
SVG Campus Shot Callers: Imry Halevi, Senior Associate Director of Athletics, Co...
04/12/2025
Platinum White Paper: LiveU Lightweight Sports Production: A Step Change in Spor...
04/12/2025
London to Riyadh: DAZN brings the boxing glamour to new production levels for Be...
04/12/2025
Analysis: Paramount bets on the battering ram' with Champions League play By Callum McCarthy, Editor-at-Large
Tuesday, December 2, 2025 - 10:12
Print ...
04/12/2025
Space City Home Network Launches SCHN DTC App for Astros and RocketsThe Rockets and Astros were previously the lone NBA and MLB teams without a DTC appBy Jason...
04/12/2025
SVG Summit 2025 Preview: Content Workflows Workshop Spotlights Evolution of Spor...
04/12/2025
New Sponsor Spotlight: Geotech's Patrick Wambold On the Unreal Engine Revolu...
04/12/2025
Curt Gowdy Jr. - Master Storyteller, Nationally and RegionallyBy Jason Dachman, Editorial Director, U.S.
Thursday, December 4, 2025 - 1:52 pm
Print This Sto...
04/12/2025
(L-R) Rebecca Lichtenfeld, Mohammadreza Eyni, Sara Khaki, and Judith Helfand att...
04/12/2025
SBS launches Future Frames initiative to support emerging First Nations video ed...
04/12/2025
Coronal mass ejections caused by eruptions on the surface of the sun can have fa...
04/12/2025
Gracenote Content Connect enables media ecosystem to precisely align ad campaigns and programming based on rich content signals
NEW YORK - December 4, 2025 - N...
17 March, 2020 - 09:03 
