TOYOTA

Reframing reliability from dull to desirable.

1. The Challenge

Toyota’s greatest strength — reliability — had become its biggest perception problem.
Dependable, yes. But uninspiring.

How do we make reliability feel exciting again?

2. The Insight

Reliability isn’t boring — it’s the most exciting thing in life.
Because it’s what every other exciting thing depends on.

3. The Strategic Shift

From
The car that sits in your garage
Spec-led advertising
Traditional ad channels
Consumption volume

To
The engine that powers life forward
Confident, humorous, people-led storytelling
Social-first content
Brand love and owner pride

4. The Brand Idea

Thrillingly reliable.

A new way to express Toyota’s truth — reliability not as safety net, but as launchpad.

Belief: Dependability is the foundation of progress.
Benefit: Cars that help people stay ahead of life’s challenges — and ahead in life.
Behaviors:
• Engineered for longevity and real-world use
• Tested in every condition, everywhere
• Continuously improved — with upgrades even older models can retrofit

5. Tone of Voice

Confident. Humorous. Real.
Reliability with personality.

6. Sample Creative

“Some call it boring that we test in every condition.
We call it the reason you can drive through any of them.”

7. Why It Works

The belief is humble and credible — not moralistic.
The benefit is tangible and human.
The proof is factual and visible — you can see it in the testing, the design, the engineering.

Summary

We didn’t change what Toyota stood for — we changed what it meant.