Observed Signal · Sep 4, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Marketing Campaign Market: 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.
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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