Modern Day Fairy Tales Brought To Life In Whimsical New Marketing Campaign For First-Ever Coupe High-Rider (C-HR)

Plano, Texas (June 08, 2017) — The first-ever 2018 Toyota C-HR – a stylish and technology-filled subcompact SUV crossover vehicle — representing a leap forward in design and innovation – is launching with a mischievous and clever marketing campaign for creative instigators.
The C-HR, stylish and sleek, has the sportiness to impress thanks to Deputy Chief Engineer, Hiro Koba, who is a diehard racer with speed coursing through his veins. Koba and team made sure the C-HR exhilarates its driver anytime, anywhere, satisfying mischief-makers and trend-setters alike.
As part of the fully integrated campaign, titled “A New Story Begins,” Toyota is remixing timeless stories of mischief makers from fairy tales such as Cinderella, the Gingerbread Man (G-Man), Rapunzel, Little Red Riding Hood (Lil Red) and Truel, a three-way duel, and cleverly updating them for the modern world. The campaign includes multicultural spots targeted to African American, Asian and Hispanic audiences.
“The all-new C-HR is truly unlike any vehicle Toyota has ever launched,” said Ed Laukes, group vice president, marketing, Toyota Motor Sales, U.S.A. “One of our main objectives was to spark interest and enthusiasm in a creative campaign equally as captivating as the vehicle itself. The fairy tales we use in the creative elements are timeless classics, but we’re telling them in a fresh and mischievous way.”

In addition to the TV spots, which just debuted, Toyota engaged YouTube sensation and ultimate mischief maker, Bad Lip Reader, to take the stylish campaign commercials and re-dub them with an irreverent, humorous tone. The 20 unique videos, and one long-format music video, are now live on Toyota’s social media channels. The national campaign also includes print, digital and out-of-home placements.
Beyond traditional and digital media, Toyota launched the C-HR in May at the newly reimagined MTV Movie & TV Awards after party, “MTV + Toyota C-HR Present: One Night of Mischief.” The pulsed marketing campaign also introduces the first-ever C-HR through experiential activations and a multi-platform program that includes sponsorship of music, art, design, culinary and lifestyle events. The festivals include MADE Los Angeles, ID10T Music Festival + Comic Conival, FYF Fest, Panorama, III Points Music, Art & Technology and Day for Night. Ride-and-drives will allow festival attendees to experience the performance and sleek design of the new Toyota C-HR first-hand. Lastly, a cinema buy will provide theater guests the opportunity to experience the mischievous allure of the new C-HR.
The multifaceted creative campaign was developed jointly by agency partners, including Saatchi & Saatchi, Conill, Burrell and interTrend.
“A New Story Begins” and Bad Lip Reader social media spots are available for viewing here. View photos of the C-HR here. The vehicle is on sale now in dealerships.

About Toyota 
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands. During that time, Toyota has created a tremendous value chain as our teams have contributed to world-class design, engineering, and assembly of more than 33 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 46,000 people (more than 36,000 in the U.S.).  Our 1,800 North American dealerships (nearly 1,500 in the U.S.) sold almost 2.7 million cars and trucks (2.45 million in the U.S.) in 2016 – and about 85 percent of all Toyota vehicles sold over the past 15 years are still on the road today.  
Toyota partners with community, civic, academic, and governmental organizations to address our society’s most pressing mobility challenges. We share company resources and extensive know-how to support non-profits to help expand their ability to assist more people move more places. For more information about Toyota, visit  

Kimberly Harms
Saatchi for Toyota
[email protected]

Zachary Reed
Toyota USA
[email protected]


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