Introduced late in 2011, the multi-purpose vehicle is available as a seven- or eight-seater. The TVC, devised by Draftfcb executive creative director James Cloete, creative director Tian van den Heever, art director Neelesh Vallabh and copywriter Nerine Gardiner, was shot by Brett Wild from Hammersmith & Elephant, and taken through post production by The House.

It follows the dad’s efforts to fill his wife’s shoes and safely get their children and their friends to their various activities on time. While he initially copes just fine, a little scare towards the end of the morning routine sets his heart racing.

According to Toyota South Africa’s senior manager: marketing communications and planning, Pieter Klerck, the agency was briefed to show the Innova’s functionality as a family vehicle with lots of space. It was key, he said, for the spot to evoke the Toyota warmth moments of previous family-orientated communication while incorporating well-meaning humour, a characteristic of Toyota’s advertising that the public has come to expect.

“We believe this ad will not only resonate with the dad who has found himself in a similar situation, but moms who will chuckle good-heartedly at a man experiencing what they go through every day,” Klerck said.

“Also, our actor-dad does a wonderful job showcasing the range of emotions a parent goes through in any given day, hey, any given hour. This subtly creates a bond between Toyota and parents watching the commercial, showing that Toyota understands exactly what moms and dads go through when raising their families. It’s a difficult task but one you wouldn’t swap it for the world.”