Toyota Canada’s new brand platform aims to deepen connections with Canadians by tapping into ‘For What Matters Most’

TORONTO, November 28, 2024 – Toyota Canada has launched For What Matters Most, a new brand platform aimed at deepening emotional connections with Canadians. Using its 60^th anniversary in Canada this year as a launchpad, Toyota worked with long-time agency partner, Saatchi & Saatchi, to refresh its brand positioning and introduce a new creative platform.

For What Matters Most builds on Toyota’s longstanding values of quality, durability, and reliability. The goal was not to re-invent the brand and abandon these core attributes, but to reframe them in ways that resonate with customers through meaningful and relatable moments that matter most to them.

“For 60 years, the customer has always been at the heart of everything we build and do at Toyota,” said Cyril Dimitris, Vice President, Sales and Marketing, Toyota Canada. “A vehicle is a big purchase, and we recognize that as much as it’s a rational decision, it can be an emotional one as well. That’s why our goal is to help build the confidence for Canadians to take on any road ahead, so that they can connect to the people, places and things that matter most to them."

The launch campaign draws connections between enduring friendships, parents building trust and wonderous adventures, with the qualities of durability, safety and fun-to-drive that are inherent to Toyota vehicles. And while Toyota has a diverse lineup of vehicles that offers choice to Canadians, there was an intentional departure from conventional automotive advertising that emphasize product features and functional messaging of cars.

“This campaign is all about connecting with Canadians on a human level,” said Rob Gendron, Executive Creative Director, Saatchi & Saatchi.  “Toyota has always been a trusted part of Canadians’ lives, and our approach was to bring that connection to life through relatable stories that reflect meaningful everyday moments and milestones.”

Anchored by a brand manifesto and three launch spots, the campaign launched with placements on TV, cinema, digital platforms, social media, out-of-home (OOH) and toyota.ca – with more to come. For more information about Toyota’s For What Matters Most platform, please visit: toyota.ca/toyota/en/about/toyotas-vision.

Watch campaign videos here:

About Saatchi & Saatchi Canada

Saatchi & Saatchi Canada, part of Publicis Groupe in Canada, is a leading creative agency of 200 collaborators known for reimagining what is possible through provocative ideas that grow business. Saatchi & Saatchi is the agency of record to many of the biggest brands in North America, including Toyota Canada, Mondelez, Haleon, Four Seasons, and Nikon. To learn more about Saatchi & Saatchi Canada, visit: saatchi.ca  

About Toyota Canada Inc.

Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota and Lexus vehicles. Toyota has sold over six million vehicles in Canada through a national network of 287 Toyota and Lexus dealerships. Toyota is dedicated to bringing safety, quality, dependability and reliability to the vehicles Canadians drive and the service they receive. TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax, and parts distribution centres in Clarington and Vancouver. Toyota also operates two manufacturing facilities in Canada. Having produced more than 11 million vehicles, popular Canadian models built at these facilities include Toyota RAV4, Toyota RAV4 Hybrid, Lexus RX 350 and RX 450h hybrid, as well as Lexus NX 250, NX 350 and NX 350h hybrid. The company has sold more than 20 million electrified vehicles worldwide and is the number one seller of electrified vehicles in Canada.