Toyota South Africa is showing South Africans exactly what the phrase the luxury of freedom means with the launch of the new Toyota Fortuner. Owing to its repertoire of capabilities, the Toyota Fortuner has earned its title as South Africas SUV of choice for more than a decade, and delivers the complete package sought after in a vehicle within this segment, Its 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.
In recent years, the Fortuners positioning has been expressed creatively as the luxury of freedom.
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 360deg campaign that rearticulated this product positioning in an unfamiliar pandemic world.
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.
The new Fortuner range ticks even more boxes, boasting an array of luxury upgrades to the vehicles interior and exterior aesthetics; entertainment and connectivity; and most importantly world-class safety and category-leading off-road capability, said Toyota South Africa Senior Advertising Manager, Tasneem Lorgat.
And, with COVID-19 changing the travel and tourist landscape, theres 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 Fortuners position as South Africas favorite SUV.
Knowing that we have never overtly articulated what the luxury of freedom means to our consumers, we tapped into the fact that South Africas lockdown gave us all an unprecedented opportunity to be really human, added Van den Heever.
We created an emotionally charged campaign to remind everyone why this is South Africas favourite SUV, and why it truly offers the luxury of freedom to tell the story of a Fortuner driver, Dave, who is making the best of the new normal, he explained.
View the TVC here: https://www.youtube.com/watch?v=4ft6FCyRc1A.
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.
It was shot in the Karoo by Egg Films Adrian De Sa Garces and explores in a serialised manner, the relationship between Dave, his boss and his colleagues as his Fortuner allows him to work from anywhere, to literally enjoy the luxury of freedom.
Credits:
Client - Toyota South Africa
Brand - Toyota Fortuner
Glen Crompton - Toyota South Africa Vice President: Marketing
Tasneem Lorgat - Toyota South Africa Senior Advertising Manager
Zhandre Brandt - Toyota South Africa Manager: Advertising & DTP
Creative Agency - FCB Joburg
Brett Morris - Nahana Communications Group Chief Executive
Tian Van Den Heever - Executive Creative Director
Alan Schreiber - Executive Business Director:
Julie Thorogood - Creative Director
Stefan Schutte - Copywriter
Nivedhna Manidutt - Art Director
Lara Chatzkelowitz - Communication Strategic Planner
Langelihle Sithole - Digital Strategic Planner
Thato Rahlau - Project Manager
Itumeleng Mokae - Account Lead
Nakita Bolus - TV Producer
Egg Films - Production House
Adrian De Sa Garces - Director
Audio Militia - Post-Production
Embedded video for Toyota shows South African's the meaning of the luxury of freedom' with new Toyota Fortuner
Commercials
South Africa
Most recent headlines
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
24/12/2025
Scripps Research study links sleep variability with sleep apnea and hypertension How consumers' digital activity trackers could enable personalized health s...
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today! By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
23/12/2025
New technique lights up where drugs go in the body, cell by cell Scripps Research scientists developed a technique that maps drug binding in individual cells th...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
22/12/2025
Partnership integrates complementary satellite data and AI analytics to enhance security, infrastructure, and environmental monitoring solutions for global cust...
22/12/2025
Workflows allow you to create a sequence of planned events which may be added to your template(s) or inserted directly into your sequential or background playli...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Back to All News
Global Anime Hits and New Releases Take Center Stage at Jump Festa 2026
Entertainment
22 December 2025
GlobalJapan
Link copied to clipboar...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
Toyota South Africa is showing South Africans exactly what the phrase the luxury of freedom means with the launch of the new Toyota Fortuner. Owing to its repertoire of capabilities, the Toyota Fortuner has earned its title as South Africas SUV of choice for more than a decade, and delivers the complete package sought after in a vehicle within this segment, Its 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. 
