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Ontario Toyota Dealers Association breaks television campaign

The Ontario Toyota Dealers Association has begun a new television advertising campaign. The campaign, developed by Rain43 of Toronto, encourages consumers to feel at ease when dealing with a Toyota sales associate. The creative depicts customers in a car dealership reacting with the defense mechanisms of a puffer fish, chameleon or clam when approached by a salesperson. The television component will be supported with digital elements through the summer. "Buying a new car can be equal parts exciting and intimidating," said John Farquhar, chief creative officer at Rain43. "Walking into that showroom with all the new cars, people naturally put up their guard. Toyota dealers go out of their way to get people into the car they want that satisfies their needs in a friendly, open and unpressured way. We wanted to portray that. What we simply did is exaggerate people's natural stress level in that buying process."

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