• Toyota Canada launches ad campaign for Canadian-built RAV4 with playful “Overdog” spot to run during first quarter of Sunday’s big game
  • RAV4 is the latest Toyota to inspire with keen new styling and more fun driving dynamics
TORONTO, ON., (January 31, 2013) – Two steely-eyed competitors take the first measure of each other across a thin strip of turf. No words are exchanged but the challenge is on. Let the game begin.
 
Remind you of a championship football game? In fact, it is the premise of a special, long-form ad that will launch the all-new 2013 Toyota RAV4 during the Canadian broadcast of the Super Bowl this Sunday. The commercial is exclusive to Canada and features original Canadian music – a tribute to the exciting, new Canadian-built RAV4.
 
Entitled "Overdog," the commercial will run during the first quarter and introduces you to two neighbouring dogs whose competitive spirit leads to ever-increasing adventure in their families' RAV4s. The spot launches an ambitious marketing campaign that encourages Canadians to use the new RAV4 to get out and play.    
 
The insight that drives the campaign is that Canadians just don't have enough opportunities for play as their modern lives become busier and busier. A recent survey conducted by Harris Decima for ToyotaCanada found that a resounding 84% of Canadians aged 35 - 44 would be happier if they had more play in their lives.
 
“Our new ad is an entertaining way to send an important message to Canadians about how the RAV4 can enhance their lives, especially when it comes to their play time and all the different leisure pursuits people enjoy in this country,” said Warren Orton, Director at ToyotaCanada. “The Canadian-built RAV4 delivers the versatility people need, with legendary quality, durability, reliability and safety, plus more cargo capacity. But it’s also very fun to drive, and it delights the senses with lots of advanced technology, a stunning new exterior design, and significantly upgraded interior.”
 
After the Super Bowl debut, two 30-second ads will continue to run on Canadian television throughout February and March. In addition, there will be a range of print, online, social media, and experiential/grass roots initiatives to ensure widespread and sustained awareness about this next-generation RAV4.
 
With bolder styling, upscale interior and new sport handling and performance technologies, the RAV4 is the ideal way to get wherever you play. And a range of available advanced infotainment and safety technologies make the trip both enjoyable and safe as you experience even better fuel economy than the previous generation of Toyota's number-two selling vehicle in Canada.    
 
The sporty vehicle features a powerful yet efficient 176 HP 2.5L 4-cylinder engine and a new six-speed automatic transmission, with sequential shift mode/Sport, ECO and normal drive modes. There’s a choice of front-wheel or all-wheel drive, with dynamic torque control available for all-wheel. Other upgrades include 2078L of cargo space when the rear seats are folded down, a new lift-back rear door,  and a new audio system with available on-screen display audio.
 
Experience “Overdog” during the Super Bowl telecast on Sunday and the RAV4 at an upcoming auto show, or visit your local Toyota dealer when the vehicle goes on sale this February.
 
 
About Toyota Canada Inc.
 
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota, Lexus and Scion cars, SUVs and trucks. Toyota is the first full-line manufacturer to make all of the elements of the Star Safety System standard on every vehicle starting in 2011. The Star Safety System includes Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System (ABS), Electronic Brake-force Distribution (EBD), Brake Assist (BA) and Smart Stop Technology (SST). TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax and parts distribution centres in Toronto and Vancouver.
 
-30-