Dive Brief:
- Toyota has unveiled a short film, titled “Getaway Driver,” as part of the automaker’s latest national ad and media campaign supporting the Corolla Hybrid, according to a press release. The effort was conceived specifically to target Gen Z and millennial consumers.
- The nearly-five-minute video prominently features comic-actor King Bach, who commands a sizable Instagram and TikTok following, and depicts the star desperately trying to get away from a chainsaw-wielding killer before being rescued by a friend driving a Corolla Hybrid Nightshade car.
- The video premiered on Toyota’s YouTube channel on June 25, at which time King Bach was on-hand as part of a live chat to engage with viewers. The short film was presented in partnership with SiriusXM and represents another bid by Toyota to connect with a wider audience.
Dive Insight:
Given their limited expendable income and overriding concerns about the environment, Gen Z and millennial consumers are likely a valuable target by Toyota if they are indeed prioritizing fuel efficiency over showiness and horsepower. Honda Civics and Honda Accords are currently the most popular cars among Gen Z and millennials, respectively, and the Toyota Corolla ranks as the fifth most-popular car among both groups, according to Insurify.
With its popularity already established, the brand is taking an opportunity to raise its profile and personality among the younger demographic with “Getaway Driver,” which could be amplified thanks to the appeal of King Bach, who commands 25 million Instagram followers and 28 million TikTok followers. The short film opens with the star, whose real name is Andrew Byron Bachelor, making a desperate attempt to escape from a rundown farmhouse in the woods while being chased by a chainsaw-wielding killer. After being phoned, a friend comes to the rescue in the Corolla Hybrid Nightshade AWD and goes on to humorously describe the features of the car.
“Getaway Driver” is intended to represent a fresh approach for the Toyota brand, according to release details, and could help it spark the interest of younger cohorts by leveraging talent popular among the platforms they are known to engage with.
“Sometimes, we all need to stretch and push boundaries and just have a little fun. I think this over‐the‐top, humor‐driven creative execution of Getaway Driver for the Corolla Hybrid Nightshade does just that,” said Jeff Buchanan, the brand’s vice president of marketing and communications, in release details.
The campaign so far has found early success on Wall Street, at least. The automaker’s stock increased 3.4% in the early morning trading on Tuesday shortly after the campaign was announced, according to The Motley Fool.
The latest move from Toyota marks yet another effort to promote its hybrid offerings. Earlier this month, the brand highlighted its all-hybrid 2025 Camry with a campaign, entitled “It’s a Vibe,” that leveraged the automaker’s Total Toyota (T2) marketing model that unites mainstream and multicultural ads. Other marketing from the company has included a campaign centered around the NFL draft featuring San Francisco 49ers quarterback Brock Purdy to promote the 2025 Toyota Crown Signia.
