• by Tanya Gazdik , June 12, 2017

Toyota is taking a decidedly whimsical approach in advertising for its new model, the C-HR, which stands for coupe high-rider.

“A New Story Begins” features remixes of fairy tales such as Cinderella, the Gingerbread Man, Rapunzel, Little Red Riding Hood and Truel. The campaign includes multicultural spots targeted to African-American, Asian and Hispanic audiences. The campaign was developed jointly by Saatchi & Saatchi, Conill, Burrell and interTrend.

The technology-filled subcompact SUV crossover vehicle 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,” Laukes says in a release. “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, Toyota engaged YouTube sensation Bad Lip Reader to take the 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 including YouTube. The national campaign also includes print, digital and out-of-home placements such as cinema.

Toyota launched the C-HR in May at the MTV Movie & TV Awards after party, “MTV + Toyota C-HR Present: One Night of Mischief.” The pulsed marketing campaign includes sponsorship of music, art, design, culinary and lifestyle events including MADE Los Angeles, ID10T Music Festival + Comic Conival, FYF Fest, Panorama, III Points Music, Art & Technology and Day for Night. The sponsorships feature ride and drive opportunities for festival attendees.