Carsales Staff•20 Sept 2012
NEWS
Toyota TVC highlights Aussie allegiance
Altona plant the focus of a new TV advertising campaignToyota's latest TV commercial campaign revolves around the typical Aussies working at the company's vehicle production line in the Melbourne suburb of Altona.
Six of the company's 4000 employees appear in the ads, all of which feature the tagline: 'Built by Australians for Australians'. Each of the six Toyota workers – Mark Halliwell, Mary Currenti, Dalia Gracia, Frank Baldwin, Guy Morton and Stan Lazaridis – present their views on the "quality, passion and determination" that go into building a car. Their employer last year built 96,618 vehicles at Altona, for domestic sales and export, but the recent strength of the Aussie dollar has seen a serious downturn in earnings from exports of locally-manufactured cars. In the local market too, large and mid-size cars are falling out of favour. The viability of all three local manufacturers is currently under scrutiny as a consequence.
"What better way to promote locally built vehicles than to hear from the people that build them," said Scott Thompson, Toyota's Division Manager National Marketing.
"The six employees that feature in our campaign all nominated themselves because they are proud to play a part in making something bigger. They have all physically touched and put their heart into making every vehicle that leaves our plant.
"You can't escape the passion in their voice or look of pride when they are going about their day to day job. They are the people that make Toyota what it is today and we are incredibly fortunate to have such a dedicated and passionate workforce."
The idea is not without precedent; Ford has already recruited its own staff to spruik on behalf of the locally-manufactured Territory. Toyota's commercials were created by advertising agency Saatchi & Saatchi in 30 and 60-second formats, supported by print media and a three-minute internet documentary. The commercials will run through to the end of October on free-to-air and pay TV.
The one minute TVC can be viewed here.
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