The ask:
Can we get NorCal drivers to want their Toyota as much as they need it? To consider the car that’s always been labeled the ‘practical choice’ as something a little more exciting.
:15 Social script “Long Way Home”
Ext. Urban parking garage interior.
Female driver, mid 30s dressed in corporate attire settles into the driver’s seat of a Camry after long day at the office.
VO: You could take the same road you always take.
VO: Get home at the same time.
Int. Camry. Driver puts “Home” into navigation bar.
VO: Do what you always do. Or… not.
Driver chooses “Alternative route” in GPS.
Ext. Driver shot from passenger POV— hand out the window, hair blowing, enjoying a coastal drive.
Super/VO: Toyota. Let’s go places.
Aerial shot of Camry driving down coastal highway 1.
Ext. Close-up shot of driver opening Rav4 door.
VO: What if confidence…
Int. Rav4. Driver, late 20s male surfer type pulls on seatbelt, glances in rearview mirror.
VO: Wasn’t about having more–
Close-up shot driver’s reflection in rearview mirror.
VO: But worrying less?
Cut to Ext.. at beach, shot from int. Rav4.
VO: So all you have to worry about…
VO: Are the breakers down in Pacifica.
Shot from Int. Rav4 POV with beach in background. Driver, now in a wetsuit, pulls surfboard from vehicle.
Super/VO: Toyota. Let’s go places.
Ext. wide shot. Driver scampers off to water’s edge in the distance.
:15 Social script “The Right Kind of Worry”
:15 Social script “Weekend Projects”
Ext. wide shot of two blue-collar men, 40-50s loading lumber into back of Tacoma.
VO: What if practical…
Close-up shot of Tacoma tailgate latching shut with logo.
VO: Didn’t have to be predictable?
Jump cut to Tacoma tailgate opening with logo in alt. color.
VO: Maybe your next weekend project…
Ext. wide shot. 2 men, mid 30s loading up mountain bikes simultaneously into Tacoma bed.
VO: Could simply be…
VO: Finding the perfect trail.
Cut to cyclists zig-zagging through rugged mountain trail.
Super/VO: Toyota. Let’s go places.
Ext. wide shot of Tacoma parked at Mt. Tamalpais ridge at sunset.
CD: Dallas Baker, AD: Gabi Enriquez, Taylor Whitmore