First-Ever Three-Row SUV Highlighted in Full
Fledged Marketing Creative to Highlight Spaciousness, Design and
the Incredible Hybrid MAX Powertrain
Texas, Sept. 8, 2023 /PRNewswire/ -- Step out in
grand style with the highly anticipated, first-ever 2024
Toyota Grand Highlander. Toyota is taking a larger-than-life
approach for the most powerful Midsize SUV the brand has ever built
in the new marketing campaign, "Life's Grander in the Grand
Experience the full interactive Multichannel News Release here:
"The campaign shines a spotlight on the first-ever 2024
Grand Highlander – the latest addition to Toyota's bold SUV
lineup," said Lisa Materazzo, group
vice president, Toyota Marketing, Toyota Motor North America.
"Featuring the Grand Highlander's beautiful design and spacious
interior the campaign is inspired by the reality that life, with
all its unexpected surprises, is pretty grand."
Toyota developed the integrated Grand Highlander campaign with
its Total Toyota (T2) model in mind. The
T2 model integrates efforts to create a cohesive
marketing approach inclusive of multicultural marketing and the
The "Life's Grander in the Grand Highlander" campaign showcases
a unified creative style throughout the spots, highlighted
In Conill Advertising's spot titled "Labor," directed by
Sebastian Strasser, nothing could be
more special than the birth of a new family member - and that means
the whole family goes to the hospital with the parents-to-be.
Thanks to the Grand Highlander's roomy third row, even the baby's
godmother (and auntie) can ride along.
InterTrend Communications developed two spots for the campaign,
directed by Bruce St.
Claire. In the spot "Yes Day," a family embraces saying
"yes" with an unexpected day of fun in the Grand Highlander after
their kids' tutoring lessons are canceled. In "Grand Recruiting," a
family's cricket game is almost forfeited because of a lack of
players. The Grand Highlander quickly saves the day by helping pick
up more teammates along the way, including a last-minute unexpected
recruit, international cricket star Unmukt Chand.
In Burrell Communications Group's spot, "HBCU Tour," a family's
college visit trip in the Grand Highlander turns interesting as the
proud parents of rival colleges find themselves in a tug of war to
see which legacy HBCU their son will choose. In their spot, "Back
There," playful kids frolicking in the backseat of a Grand
Highlander are warned by mom, as she puts a humorous and
heartwarming twist on the phrase, "Don't make me come back
there!" The spots are by renowned director Kenya Barris, who is making his commercial
directorial debut after an acclaimed career in TV.
In the spot titled "Slamming Doors," created by Saatchi &
Saatchi, viewers see a teenager picked up from school in a Grand
Highlander. The annoyed teen's frown turns into a smile as
her entire family, grandma included, begins singing together –
"this is gonna be the best day of my life." Saatchi & Saatchi
also created "Rescue Run," a humorous spot in which a family
driving home from a day at the lake makes a quick turnaround in
their Grand Highlander to safely return a live fish their son was
quietly keeping in his leaking bucket. The spots were directed by
James Rouse with Biscuit.
The "Life's Grander in the Grand
Highlander" campaign extends across linear TV, digital video,
digital content, cinema, programmatic, paid social, audio, and
search. High profile Network Prime, cable, Prime Novelas, and
sports programming includes Thursday and Sunday Night Football,
Premium Soccer, and the Billboard Latin Music Awards. Digital
content/video includes partners such as Hulu, YouTube, MAX,
Sensical, and Pandora. Partnerships include Bustle's "Camp Romper,"
Moveable Feast, Amazon, Uber Eats, and The Weather Channel,
among others. Paid Social runs across TikTok, Meta, Snapchat,
Reddit, LinkedIn, and Pinterest.
The broadcast spots are available for viewing here. For
images and credits, please click here.
About the 2024 Toyota Grand Highlander
The 2024 Toyota
Grand Highlander is the latest and greatest addition to the
successful SUV lineup for Toyota. Available in three powertrains
across three grades: the well-balanced 2.4L turbo gas engine, the
efficient 2.5L hybrid and the ultimate performance-seeking, 362
horsepower Hybrid MAX, the Grand Highlander is perfectly packaged
for the road trip ahead.
Designed by Calty Design Studios and exclusively assembled at
the Toyota Motor Manufacturing plant in Princeton, Indiana, the 2024 Grand Highlander
has a starting MSRP of $43,070 for
the gas engine models, $44,670 for
the hybrid and $54,040 for the Hybrid
As part of Toyota's diverse approach to its carbon neutrality
goals, Grand Highlander Hybrid and Hybrid MAX are two additional
products that support Toyota's effort to reach a "Beyond Zero"
future. Beyond Zero is Toyota's vision to reach carbon neutrality
with products, services, and operations; and find new ways to make
a positive impact on the planet and society.
Key Features Include:
- Available in three powertrains with adult-sized third row
and ample cargo space
- Hybrid and Hybrid MAX Powertrains for reduced carbon
- Powerful Performance with 362-horsepower from the Hybrid MAX
- Available tech like Traffic Jam Assist, Head-Up Display and
Digital Rearview Mirror
- JBL® Premium Audio system
- Blind Spot Monitor (BSM) with Rear Cross Traffic Alert
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. for more than 65 years, and is
committed to advancing sustainable, next-generation mobility
through our Toyota and Lexus brands, plus our nearly 1,500
Toyota directly employs more than 49,000 people in the U.S. who
have contributed to the design, engineering, and assembly of more
than 33 million cars and trucks at our nine manufacturing plants.
By 2025, Toyota's 10th plant in North
Carolina will begin to manufacture automotive batteries for
electrified vehicles. With more electrified vehicles on the road
than any other automaker, Toyota currently offers 24 electrified
Through its Driving Possibilities initiative, the Toyota
USA Foundation has committed
$110 million to create innovative
educational programs within, and in partnership with, historically
underserved and diverse communities near the company's 14 U.S.
Toyota Motor North America
Saatchi for Toyota
For customer inquiries, please call 800-331-4331.
SOURCE Toyota Motor North America