Observed Signal · Sep 4, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Toyota's Alice in Wonderland Ad Showcases New Yaris Cross Hybrid
Toyota Europe launched a new advertising campaign for the updated Yaris Cross Hybrid, featuring a modern retelling of 'Alice in Wonderland'. The commercial, created by agency T&P and directed by Rodrigo Saavedra of Agosto, follows a young woman named Alice through a fantastical cityscape inspired by the classic story, with characters like the Mad Hatter as a DJ and the Queen of Hearts as a fashion boss. The ad highlights the car's agility, style, and hybrid performance, and is part of a multi-channel campaign spanning TV, OOH, print, radio, and social media. Creative teams emphasized practical sets over AI-generated visuals, and the VFX team at Post Office Amsterdam handled digital enhancements.
A standard brand advertising campaign for a hybrid car, noteworthy for its creative approach but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Toyota launched a new advertising campaign for the Yaris Cross Hybrid.
- The campaign is titled 'Ready for What's Next'.
- The commercial was created by agency T&P and directed by Rodrigo Saavedra of Agosto.
- The campaign includes TV cuts, OOH, press, radio, and social media components.
- The ad features a modern adaptation of Alice in Wonderland.
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Nissan Qashqai Hybrid Ad: Range Anxiety Hollywood Treatment
Nissan launches a new advertising campaign for its Qashqai e-Power hybrid, aiming to overcome consumer range anxiety through an emotional, action-packed film. The hero film, directed by Antoine Bardou-Jacquet, follows a mother's desperate chase to retrieve a teddy bear, with various vehicles running out of fuel, highlighting the Qashqai's nearly 800-mile range. The campaign includes over 50 digital and social assets across 30 markets. The ad is produced by Partizan and developed by agency TBWA\Nissan United. The creative strategy focuses on emotional storytelling rather than technical data to change consumer mindsets about hybrid technology.
Toyota and T&P reveal making of Hilux tornado, crocodile ad
Toyota Motor Europe and creative agency T&P launched a pan-European campaign for the new electric Hilux, built around eight short films that use extreme but purposeful scenarios. The making-of feature details practical effects, CGI, and AI-generated imagery: the crocodile scene was created with AI video tool Kling, wind turbines were added as CGI, and a winter landscape was shot on a sunny South African beach. The shoot took place in South Africa over three days with more than 60 crew members. Legal constraints required every journey in the ad to have a purpose, and Toyota's product team set limits such as a maximum 42-degree incline. The campaign closes with the warning: 'Just because you can, doesn't mean you should. Please, Hilux responsibly.'
Dolmio revives puppet family for 40th anniversary
Dolmio has brought back its iconic puppet family after a 10-year hiatus to mark the brand's 40th anniversary. The 20-second spot, created by agency T&P, modernises the characters (including a social-media-savvy teen) while leaning on classic visual cues such as a checked tablecloth. Mars Food & Nutrition (Dolmio's owner) says the campaign celebrates evolving mealtimes and aims to remind audiences that shared dinners still bring people together. The rollout spans nationwide prime-time TV, VOD, creator partnerships, in-store activity and OOH, including a giant 3D billboard in Shepherd's Bush, London. Credits list senior brand and creative leads from Dolmio and T&P.
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