Toyota's 'FasterClass' Campaign Speeds Into Multicultural Marketing | The Salesmark

Toyota’s ‘FasterClass’ Campaign Speeds Into Multicultural Marketing

Toyota's 'FasterClass' Campaign

“Zooming” into the new year just took on a whole new meaning as automotive giant Toyota brings a new level of speed and culture to the everyday driver.

In an effort to integrate multicultural marketing to consumers across America, Toyota launched the “FasterClass” campaign based on the brand’s new generation of affordable sports cars, the GR86. Made in collaboration with agencies Saatchi & Saatchi, Conill Advertising, and Intertrend, the campaign—which spans across digital and social—features culture-driven work that taps into Mexico and Japan’s impact on the industry while showcasing the car’s track-ready speed.

With appearances from Stephan Papadakis, Fredric Aasbø, Ryan Tuerck, Ken Gushi, and Hunter Taylor, Saatchi & Saatchi’s spots lean on the never-ending pursuit of speed and excellence amongst those aiming to master the road. Conill Advertising developed a series of Spanish-language spots that take the GR86 from the racetrack to city streets. Finally, Intertrend’s work highlights Japanese sports car culture and art, using anime and manga illustrations to add a playful flair.

Toyota has collaborated with the creators of the manga series Initial D to create the GR86 x Initial D Hachi-Roku Trilogy, which introduces the brand’s next generation of cars.

“The driver is at the center of this new campaign as we showcase the GR86’s track-ready performance,” said Lisa Matarazzo, group vice president of Toyota marketing at Toyota Motor North America. “The team behind Toyota Gazoo Racing’s championship racecars looked to engineer even greater curve-hugging precision and performance with this next generation coupe and we’re excited to bring that to life in the campaign.”

Building on culture

“FasterClass” speaks to the need for more cross-cultural marketing content, which continues to be an increasing focus for many brands. Brands like PepsiCo, Lyft, and Target are also taking steps towards diversity and multicultural messaging through their recent campaigns.

Though multicultural marketing has seen a rise in visibility over the past few years, the industry still has a ways to go before it can be considered normalized enough to achieve real inclusivity.

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