"We have created a fun small car universe within the Toyota stable, so continuing the fun in the new Toyota Starlet campaign was a no-brainer," says Tian van den Heever, ECD of FCB Joburg. 

FCB Joburg says that when it first started to investigate the mindset of its target audience, it soon realised that millennials (who are the target market for the Toyota Starlet) want a car that is not only affordable, spacious, practical and good value-for-money, but a car that inspires a sense of youthfulness and fun in the day-to-day grind. 

Tasneem Lorgat, senior advertising manager of Toyota South Africa, says, "The all-new Toyota Starlet is the perfect package; it is an affordable car that also provides a wide range of 'fun stuff' that our target audience wants in a car." 

"The success of the 2020 launch meant we wanted to keep some of the key elements from the initial campaign — namely our characters and that inner sense of fun," adds van den Heever. 

"Starting with the TVC, our original characters haven't let the last two years of growing up put a dampener on their day-to-day fun. From the way they dress, the way they communicate and the fun they get up to, our characters have just amped up the fun with a game of tag made all the more interesting with the help of their Toyota Starlets," van den Heever says.

"This ad allowed us to show off all the tech, features and colours options of the cars while showing our audience that being an adult doesn't have to be boring — especially when you're in a Toyota Starlet," concludes van den Heever.

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