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Toyota Has Figured Out How To Market The Supra

Commercials / 26 Comments

Check out Toyota's first video spots of the new advertising campaign.

Now the Toyota Supra is making its way onto dealer lots, Toyota needs to market the legendary name from last century in the modern automotive era. The solution, it turns out, is actually remarkably simple. It's not to use nostalgia or lean too heavily on the past, and it's certainly not to directly play up to the movie that took the Supra's cult following into the mainstream. Instead, Toyota has gone to work with the renowned Saatchi and Saatchi advertising agency to come up with a campaign called "This Is Our Sport," complete with video spots that show exactly what the modern Supra is about.

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"The new campaign highlights the thrill of getting to know the 2020 GR Supra and a rediscovered appreciation for the simple joy of driving," explains Ed Laukes of Toyota Marketing at Toyota Motor North America.

Directed by Ozan Biron, the three video spots released online so far are shaped to show that the new Supra is a driver's car to be enjoyed. The first spot is direct and to the point by using Julie Andrews singing the song "Getting To Know You" as the Supra goes full Fast and Furious around the track, but with fewer gear changes and without the gaudy paintwork.

The second video is just six seconds long but delivers its message perfectly with a piece of precision driving that immediately brought a smile to our faces. The third short video brings in the original Supra as a crowd pleaser and a reminder of what has inspired the new sports car.

The 30-second spot, "Track Day," will be shown during TV motorsports programming and alongside radio and billboard advertising. Toyota also promises a custom long-form video called "Game Of Horsepower" that will feature a unique twist on the classic game of H.O.R.S.E. that will appear across the most popular social media platforms.