Toyota has announced that, in light of its 60 years of mobility in South Africa, it has launched a new TVC that was developed by FCB Joburg. The ad is a tribute to the brand's loyal customer base, as well as a reaffirmation of the company's commitment to the people of South Africa.
Toyota South Africa Motors (TSAM) says that the commercial depicts a number of Toyota milestones, corporate social responsibility initiatives, motorsport, environmental, as well as other community outreach programmes.
Glenn Crompton, vice president of marketing at TSAM, says, "Our approach to sustainable development is aligned to the Toyota Global CSR policy and guiding principles. We realise that we can play a positive role in the societies, and the environment in which we operate, through contributing to the economic and social development and working in harmony with nature."
TSAM's latest investment was in the form of the R2.6-billion allocated to the introduction of the Toyota Corolla Cross, which was launched in November. The introduction of the Corolla Cross model has generated a total of 575 new jobs at the TSAM plant, while over 1 200 direct jobs were created in the component supply base.
In addition, Toyota says that it continues to invest generously in the development of sport, arts and culture through a number of sponsorships in these disciplines.
Crompton says, "As a corporate citizen, giving back to communities (whether through billions of investment in the South African economy or our CSR initiatives) has become second to nature in the six decades that Toyota has operated in South Africa. We could not have communicated it any better than in our new TVC. It's both emotive and powerful — and it resonates well with the diverse demographics of our country."
The TVC was produced by FCB Joburg, a subsidiary of Nahana Communications Group.
"Toyota has done so much in South Africa over the years and is such a huge part of the culture and the economy, but it has never been the kind of brand that brags about its own achievements," says Brett Morris, CEO of Nahana Group of Companies.
"So, in true Toyota style, we wanted to find a way to pay tribute to 60 years of Toyota in South Africa by paying tribute to the amazing people of South Africa. Toyota does indeed move the country in so many ways; but is also moved by Mzansi's people, who really are such a big part of the Toyota brand," concludes Morris.
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