The 90-second music video aims to provide insights into the story behind Jitesh and his Corolla, his taste in music and his personality traits.

"Our intention with '#ToyotaStoriesSA' is to up the respect paid to loyal Toyota fans who shared their extraordinary passion for their Toyotas by posting photographs of them and their cars to our website," says Toyota senior manager of advertising and digital marketing, Tasneem Lorgat.

"We wanted to do more than just give them the traditional ‘thumbs up’. We wanted to create a fun and memorable way to say ‘We see you, and your Toyota, and we really value the bond you’ve formed with it and the Toyota marque," adds Lorgat.


The brand’s marketing communications partner, FCB Joburg, aimed to take a tongue-in-cheek approach by deciding to relate the individual's story in a short music video, with music choice and words reflecting the persona of the individual and their Toyota story.

The content, made up of short clips that link to YouTube, and of which there will be a new creative execution every two months, is housed on Facebook, Twitter, Instagram and Instagram Stories.

The concept was developed by FCB Joburg’s team, consisting of Tian Van Den Heever (creative director), Jacque Moodley (art director), Sandile Hamilton (copywriter) and Lucy Holford-Walker (content Writer) under the leadership of FCB Africa Group CEO and chief creative officer, Brett Morris.

"Audience response to our first '#ToyotaStoriesSA' video has been great. Hats off to Toyota’s fantastic fans and their truly personable Toyota stories – and to Snooze, too, for pulling off the creative interpretation in such indomitable style. The combination is dynamite, and I look forward to this campaign delighting Toyota’s online community for months to come," concludes Lorgat.

For more information, visit www.fcb.co.za. You can also follow FCB Joburg on Facebook or on Twitter.