Toyota US launches ‘FasterClass’ campaign for GR86

Toyota recently launched a new marketing campaign for the 2022 Toyota GR86.

The new “FasterClass” campaign features not only the next-generation sports coupe designed by enthusiasts for enthusiasts but also videos that would please those eyeing the GR86. 

“The driver is at the center of this new campaign as we showcase the GR86’s track-ready performance. The team behind Toyota Gazoo Racing’s championship racecars looked to engineer even greater curve-hugging precision and performance with this next generation coupe, and we’re excited to bring that to life in the campaign,” says Toyota Motor North America Marketing Vice President Lisa Materazzo.

Toyota’s fully-integrated campaign for the GR86 was developed considering the transcultural mainstream audiences across America. It is integrated through one strategic brief, creative idea, and media plan — and creates a cohesive marketing approach inclusive of multicultural marketing and the total market model.

The campaign features work from Saatchi & Saatchi, Conill Advertising and Intertrend and showcase a unified theme across digital and social creative.

In Saatchi & Saatchi’s video dubbed “Assemble,” racing legends Stephan Papadakis, Fredric Aasbø, Ryan Tuerck, and Ken Gushi, along with Hunter Taylor, showcase how the track-ready GR86 is made to unlock the true potential of any driver, on any road, for everyday driving.

On the other hand, road professionals like taxi driver Rúben Sierra, delivery driver Juan Durán, and paramedic Dora Valdéz demonstrate the smooth and high performance of the GR86. The video shows how a car, born for the track, can handle the streets of the city with ease and superior performance in Conill Advertising’s video titled “Urban Professors.” 

Meanwhile, Intertrend’s take on the “FasterClass” — and probably our favorite video of the campaign — taps into the Japanese sports car heritage. The video “Mastering the Craft” features none other than the man behind the “Ghost of Mt. Akina,” Takumi Fujiwara, and the “Drift King” himself, Keiichi Tsuchiya. Toyota has collaborated with the creators of Initial D to create the GR86 x Initial D Hachi-Roku Trilogy, which highlights the 86’s legacy and introduces the vehicle’s next evolution with the GR86. Do check the video here.

The GR86 campaign extends across digital video, digital content, programmatic, paid social, print, and experiential channels. Toyota teamed up with the likes of Amazon, Bleacher Report, Canela, Disney, Gen.G, Hearst, Hulu, NBC, Pandora, Reddit, TuneIn, Univision, Xbox One, Yahoo, YouTube, 88rising, and more.

Photos from Toyota

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