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Toyota's New Marketing Campaign For The BZ4X Electric SUV Highlights Zero-Emission Driving
Toyota has launched a new marketing campaign for its all-electric SUV, the bZ4X, titled "A Secret Worth Sharing." This initiative aims to inform consumers that Toyota indeed produces an all-electric vehicle. Mike Tripp, group vice president of Toyota Marketing at Toyota Motor North America, stated, "The bZ4X campaign highlights how Toyota’s all-electric SUV is a secret worth sharing."
The campaign showcases the bZ4X's modern design and advanced technology, which are crafted to make zero-emission driving easier. It also emphasizes the quality and reliability associated with the Toyota brand. The campaign was developed using Toyota's Total Toyota (T2) marketing model, which integrates multicultural efforts into a cohesive strategy. Agencies Saatchi & Saatchi and Intertrend were involved in creating this campaign.
Intertrend collaborated with renowned Asian director Tarsem to create spots that connect popular Asian cinema genres with the bZ4X. In one spot titled "Monster," a giant crab has overrun a town, leaving gas stations unusable. A man driving a bZ4X offers help to a distressed woman by giving her a ride. Another spot called "Tears" features a woman who believes she can't be with her true love because her family only drives electric vehicles. She then discovers her love drives a bZ4X.
Saatchi & Saatchi produced two 30-second advertisements directed by Hannah Levy of Tool. In "Not Made Up," two friends discuss whether Toyota makes an all-electric SUV as they walk through the city filled with ads for the bZ4X. One friend remains skeptical despite the evidence around them. The "Gas Station" spot shows two friends getting into a bZ4X on a city street lined with trees. The passenger doubts the SUV is fully electric and tries to clarify this misunderstanding with the driver.
The comprehensive bZ4X campaign spans various media platforms including CTV, digital content, digital video, audio, paid social media, DOOH, and search engines. Digital content partners include Vizio, Prime Video, Roku, and Conde Nast among others. Partnerships feature Trip Advisor, Netflix, Secret Media Network, Volta, and SiriusXM. Paid social media placements are on Meta, Pinterest, Reddit, and TikTok.
Toyota's Commitment to Sustainability
Toyota has been part of American culture for over 65 years and is dedicated to promoting sustainable mobility through its Toyota and Lexus brands along with nearly 1,500 dealerships in the U.S. The company employs around 48,000 people in the U.S., contributing to designing and assembling over 34 million vehicles at its 11 manufacturing plants.
In 2025, Toyota plans to start producing automotive batteries for electrified vehicles at its North Carolina plant. With more electrified vehicles on roads than any other automaker globally, Toyota currently offers 30 electrified options. Through its Driving Possibilities initiative, the Toyota USA Foundation is committed to developing educational programs in partnership with underserved communities near its U.S. operations.
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