Sydney, Australia – Toyota Australia has unveiled a new campaign for its latest RAV4, leaning into outdoor lifestyles as competition intensifies in Australia’s crowded SUV market.
Developed with Saatchi & Saatchi Australia, the “Long Live Recreation” platform marks the launch of the sixth-generation RAV4, a model that has long anchored Toyota’s position in the country’s best-selling vehicle segments.
The integrated campaign spans television, out-of-home, cinema, digital, radio, transit, and social, with media handled by Spark Foundry Australia.
It positions the vehicle not just as transport, but as a facilitator of leisure—targeting Australians’ affinity for road trips, beach days, and outdoor escapes.
Vin Naidoo, Chief Marketing Officer at Toyota Australia, said, “We know recreation is a fundamental part of the Australian identity; our goal with this new vehicle is to provide the ultimate way for Australians to disconnect from modern life and get back out there.”
Creatively, the campaign reframes “recreation” as something under pressure—competing with screens, schedules, and daily routines—while positioning the RAV4 as a means to reclaim it.
Mandie van der Merwe, Chief Creative Officer at Saatchi & Saatchi Australia, said, “RAV4 didn’t just enter the SUV category, it defined what it meant to be a recreational activity vehicle. But recreation isn’t a given anymore, it’s something we have to fight for even if the fight is just between you, your phone and a good bag of snacks. ‘Long Live Recreation’ puts it back where it belongs, at the centre of Australian life, because RAV4 is built to get you back to what matters.”
Production was led by director Ariel Martin through Cousin, with the campaign designed to run across multiple channels and partnerships over the coming months.
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