Toyota has rolled out a new marketing campaign, “A Secret Worth Sharing,” to highlight the bZ4X, its all-electric SUV. The campaign aims to boost awareness that Toyota is now part of the electric vehicle market, emphasizing the bZ4X’s modern design and advanced, zero-emission technology.
Mike Tripp, Group VP of Toyota Marketing at Toyota Motor North America, stated, “The bZ4X campaign highlights how Toyota’s all-electric SUV is a secret worth sharing,” adding that the model combines “quality, durability, and reliability” with the ease of zero-emission driving.
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Created under Toyota’s Total Toyota (T2) marketing approach, which incorporates both mainstream and multicultural markets, the campaign involves agencies Saatchi & Saatchi and Intertrend.
For the campaign’s cinematic appeal, Intertrend collaborated with acclaimed Asian director Tarsem on spots like “Monster” and “Tears.” In “Monster,” a bZ4X saves the day when a monstrous crab invades and fuel is unavailable, while in “Tears,” a woman finds her “true love” drives a bZ4X, solving their electric-only family dilemma.
Saatchi & Saatchi’s contributions include “Not Made Up” and “Gas Station.” In “Not Made Up,” a city walker learns Toyota does make an all-electric SUV through clever, oversized ads, while “Gas Station” features friends debating the bZ4X’s electric capabilities in a gas-free exchange.
The campaign, with its engaging storylines, highlights Toyota’s move into the EV market, positioning the bZ4X as a high-tech, zero-emission vehicle built with Toyota’s trusted reputation for quality.
Source: Toyota Unveils the All-Electric bZ4X: Discover the Secret Behind the Campaign
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