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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Luxembourg, December 17, 2025 - SES S.A. ( SES or the Company ), a leading spa...
12/01/2026
Sports and Music Unite: A Look Back at the Operationally Ambitious FIFA Club Wor...
12/01/2026
Nielsen Panel Discussion Highlights World Cup Impact for FOX, Telemundo, MetLife...
12/01/2026
FIFA President Infantino Highlights How AI Will Impact 2026 FIFA World Cup and B...
12/01/2026
Baltimore Ravens' Jack Dana on Telling a Better Story With Media Management ...
12/01/2026
FOX Sports' Brad Cheney on Spectrum Debate's Impact on the Sports-Produc...
12/01/2026
Spotify's new co-CEOs, Alex Norstr m and Gustav S derstr m, start off the new year with a message of renewed leadership, creative responsibility, and what&#...
12/01/2026
At Spotify, we listen to a lot of music. And every year, our global editors and artist partnerships teams come together to spotlight the emerging voices we beli...
12/01/2026
Spotify's global editors and Songwriter & Publisher Partnerships team spend their days immersed in new music, tracking the writers behind the songs breaking...
12/01/2026
Nominations open for the fifth Australia for UNHCR - SBS Les Murray Award for Re...
12/01/2026
Australia and New Zealand VP Alan Clements shares L3Harris' leadership insig...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
Berklee International Folk Festival Celebrates 40 Years Featuring Grammy-winning alumna Arooj Aftab, the milestone concert and weeklong festival marks four de...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
X-Rite and Rhopoint Launch Rhopoint PANTORA Aesthetix to Streamline Creation of...
12/01/2026
12 Jan 2026
VEON's Kyivstar Launches 5G Pilot in Lviv Lviv, January 12, 2026 - VEON, a global digital operator (Nasdaq: VEON), today announces that Kyivsta...
12/01/2026
Monday 12 January 2026
The ultimate betrayal: Harry and Jamie Redknapp, Paul Me...
12/01/2026
Rohde & Schwarz opens larger office in Japan to increase its support for the Jap...
12/01/2026
Back to All News
WWE By the Numbers: Celebrating One Year on Netflix
From left to right: Rey Mysterio, Intercontinental Champion John Cena and Sheamus celebr...
12/01/2026
Welcome to the AVECO team: introducing new members of management
At AVECO, we are continuing to implement our #newAVECO strategy, which aims to build an even s...
12/01/2026
For the first time in the nine-year history of Dancing with the Stars, the first...
10/01/2026
By Bailey Pennick
One of the most exciting things about the Sundance Film Festi...
10/01/2026
This year, podcasts are making their Golden Globes debut with a new category honoring the medium's leading shows and creators. To mark the occasion, Spotify...
10/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
10/01/2026
Back to All News
Connection and Youth Defined: The Ramparts of Ice Brings a Hea...
09/01/2026
Rock-It Sports' Deron Brown & Laura Rowlands on Launching a New Brand, Suppl...
09/01/2026
Warner Bros. Discovery's Chris Brown on the Broadcaster's First French O...
09/01/2026
NFL Playoffs 2026: CBS Sports Travels to Jacksonville With Packed Arsenal of Pro...
09/01/2026
NFL Playoffs 2026: NBC Sports Is Set To Roll Out New Scorebar, Insert Graphics T...
09/01/2026
NFL Playoffs 2026: Prime Video Production Team Caps Historic Season With Iconic ...
09/01/2026
NFL Playoffs 2026: FOX Sports Kicks Off Postseason Slate With Two-Game Wild Card...
09/01/2026
NFL Playoffs 2026: ESPN's Run Brings Monday Night Football' Flagship Op...
09/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
09/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
09/01/2026
SMPTE , the home of media professionals, technologists, and engineers, today introduced the board officers and regional governors who will serve terms beginning...
09/01/2026
Globecast, the leading provider of broadcast, media and entertainment managed services, today announced the appointment of Chris Pulis as Group Chief Technology...
09/01/2026
The Hollywood Professional Association (HPA) today announced several updates to its board of directors. As part of HPA s annual governance cycle, new leadership...
09/01/2026
SDVI, the leading platform provider for cloud-native media supply chains, today announced that Simon Eldridge has been appointed chief operating officer. In thi...
09/01/2026
Cobalt Digital, the leading designer and manufacturer of award-winning ST 2110 and SDI signal processing products, and a founding partner in the openGear initi...
09/01/2026
iWedia, a global leader in connected TV software solutions, announces that its market-proven ATSC 3.0 software stack is powering the broadcast functionality of ...
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. 
