Toyota Motor North America has unveiled a new integrated marketing campaign for its all-electric vehicle family, anchored by the 2026 bZ, the bZ Woodland and the C-HR battery electric vehicles. The campaign, announced May 4 from the automaker’s Plano, Texas headquarters, spans broadcast, streaming, audio and paid social, with creative work from four agency partners aimed at multicultural and mainstream audiences. Full campaign details and vehicle pricing are available on Toyota’s all-electric family hub.
Highlights
- Three-model lineup featured: 2026 C-HR (starting MSRP $37,000), 2026 bZ (starting MSRP $34,900) and 2026 bZ Woodland (starting MSRP $45,300), excluding the $1,095 dealer processing and handling fee.
- Four agency partners: Saatchi & Saatchi, Burrell Communications Group, Conill and Intertrend Communications produced more than a dozen broadcast and digital spots directed by Paul Hunter, Tristan Holmes, Joseph Kahn and Felix Brady.
- Phased rollout: Initial spots launch now, with Intertrend’s Asian-cinema-inspired creative scheduled for June 2026 and Conill’s Hispanic-targeted work releasing in July 2026.
A Family Strategy Replacing the Single-Model Push
The campaign marks a shift from Toyota’s previous EV marketing approach, which focused on the standalone bZ4X under the 2024 “A Secret Worth Sharing” campaign. That earlier effort centered on raising awareness that Toyota even offered a battery-electric SUV. The new work positions three distinct BEVs as a coordinated lineup, addressing different use cases from urban commuting to outdoor recreation.
Mike Tripp, group vice president of Toyota Marketing, framed the campaign around customer needs rather than technology specifications. “Toyota’s new lineup of all-electric vehicles demonstrates our dedication to putting people first – emphasizing the everyday needs of drivers,” Tripp said. “This campaign highlights how thoughtful features and purposeful design help make the move to all-electric simple and fun, while supporting how people live, travel, and connect.”
Multicultural Creative From Four Agencies
Burrell Communications Group developed a 30-second hero film titled “Haters Anthem,” along with shorter spots “Looks for Days,” “Power,” “Handle It,” “First Sight” and “Frown Breakdown.” All were directed by Paul Hunter. The hero film features three skeptics depicted as puppets who are progressively won over by Toyota BEVs.
Saatchi & Saatchi produced two 30-second spots titled “Carista” and “Imagine,” along with two 15-second spots, “Weekend Warriors” and “Last Run,” all directed by Tristan Holmes. The work centers on real driver stories, including a mobile coffee operator running a business out of a Toyota bZ.
Intertrend Communications produced four 30-second cinematic films — “Camping,” “Escape,” “Jangal,” and “Chase” — directed by Joseph Kahn and inspired by Asian films. That work is scheduled to release in June 2026. Conill, whose work targets Hispanic audiences, combined animation and live action across a 30-second hero spot, “They’re Here,” and two 15-second spots, “Test Drive” and “Tough Call.” All three were directed by Felix Brady. Conill’s spots are slated for July 2026.
Media Placement and Vehicle Lineup
The campaign extends across linear TV, digital video, streaming audio, programmatic, paid social and experiential channels. Digital partners include Amazon, Hulu, Max, Netflix, Paramount+, Peacock, Roku, The New York Times, Wired and YouTube, among more than 30 listed properties. Audio buys include Katz Media Group, SiriusXM and Spotify, while paid social runs on LinkedIn, Meta, Pinterest and TikTok.
The featured vehicles span three segments. The 2026 C-HR is a coupe-styled compact crossover with standard all-wheel drive, available in SE ($37,000) and XSE ($39,000) grades. The 2026 bZ — formerly the bZ4X — comes in XLE ($34,900) and Limited ($43,400) grades, with an enlarged 74.7-kWh battery option delivering up to a 314-mile manufacturer-estimated range on select trims. The 2026 bZ Woodland, a midsize electric SUV with 375 horsepower and standard AWD, starts at $45,300 for the base trim and $47,400 for the bZ Woodland Premium.
All MSRPs exclude the $1,095 dealer processing and handling fee.
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