TOYOTA
Thrillingly Reliable
Reframing reliability from dull to desirable
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?
The Insight
Good design is more than skin deep.
Good looks aren’t everything.
Good looks don’t always mean great performance.
Looks and performance aren’t the same thing.
The Strategic Shift
The car that sits in your garage
Spec-led advertising
Traditional channels
Consumption volume
→ The engine that powers life forward
→ Confident, people-led storytelling
→ Social-first creativity
→ Brand love and owner pride
The Brand Idea
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 — even older models get upgrades.
Tone of Voice
Confident. Humorous. Real.
Reliability with personality.
Sample Creative
“Some call it boring that we test in every condition.
We call it the reason you can drive through any of them.”
Why It Works
The belief is humble and credible — not moralistic.
The benefit is tangible and human.
The proof is factual and visible — in testing, design, and engineering.
My Role
Creative Strategist
Deliverables: Insight, Brand Platform, Tone of Voice, Sample Creative
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