Toyota Malaysia rolls out first-ever Raya campaign

Toyota Malaysia has launched its first ever Hari Raya campaign "Jalan Cerita" ( which means storyline or road story). The campaign focuses on the tales of Toyota drivers throughout their lives, and aims to push the message that no matter where their "Jalan Cerita" takes them, Toyota is there at every step of the way. This follows the appointment of  appointed local independent agency, The Clan to produce the spot.

The film starts by telling a story of protagonist Afiq’s bond with his father, as he narrates about his childhood. Afiq explains that his father is a simple man, always insisting on going “jalan-jalan” (let’s go for a ride) after work in his liteace van. Unfortunately, Afiq eventually grows bored of going “jalan-jalan” everyday, and driving around the neighbourhood without actually going anywhere.

Fast-forward into his adulthood where Afiq is now married with a child. He realises the subtle intention of his father wanting to spend more time with him through the rides, and that the time spent with his father is the most precious, after his daughter asks for a ride. Thus, in this Hari Raya, Afiq buys the exact same van and refurbished it as a gift to his father, asking for a ride together. The film ends with the line which explains, “It doesn't matter where your life journey takes you, but who you're with”.

Watch the spot here:

The film looks to allude to Toyota’s legacy over 60 years in Malaysia, spanning across the time periods of 1980s, 1990s, and now. Preceding the video is a series of Instagram Stories that shares Ramadan life hacks with the audience. These stories took the audience through different tips in preparation for Raya, which ultimately leads them to the campaign microsite and test-drive form for Toyota to acquire new leads.

In addition, the videos are held together by a consistent soundtrack by Alimet’s latest new single, “Muda”. Through this, the brand aims to reach out and engage with the youth and Malay market segment.

Client: UMW Toyota
Agency: The Clan
Creatives: Casey Loh, Edwin Lee, Rudy La Faber, Ng Wai Yuan, Nikke Ho, Christynna Fong, Seneca
Gan, Mya Nabila, Nini Nadzli, Zairul Azmi, Fissh Gan
Account management: Syed Nasir, Sandra Heung, Mandy Teoh, Diana Zulkiflee
Strategic planning: Nazirah Ashari, Chan Ming-Ti
Production house: The Pluto Project
Director: Syed Madnuh
Executive producer: Jessica Boorman
Production team: Lin Lee, Maylyn Ong, Goh Poo Eik, Something Reel Studio
Post production: APV
Post production team: Ajay Kumar, Nikki Lee, Hilmi, Adam Ismail, Lee Williams, Raymund Wee