RAV4 rolls out the laughs with D-RAVS

AUCKLAND, Today: Toyota has rolled out a playful campaign for the RAV4, featuring New Zealand’s fictional “Department of Recreations, Activities, Visits and Stuff” (D-RAVS). Created by Saatchi & Saatchi NZ, it’s a nod to the iconic Recreation Activity Vehicle.

Susanne Hardy, Assistant Vice President, Toyota NZ, said, “We know that Kiwis love the RAV4 and have done for decades. We wanted to have some fun with the name, and create a campaign that all Kiwis could relate to.

“The summer is all about getting out and enjoying the outdoors, you could say recreating! So we wanted to bring that together with a creative element to excite Kiwis about the awesome RAV4.”

The campaign introduces three quirky D-RAV officers: Greg, Mandy, and Sam. Their pseudo-government department hilariously monitors Kiwi recreational activities while the RAV4 supports their “work.” It’s a perfect fit for a country known for its love of the outdoors.

Steve Cochran, Chief Creative Officer, Saatchi & Saatchi NZ, said, “We have Aotearoa’s most lovable SUV alongside some lovably funny Kiwi characters doing some lovable recreational activities set in some very lovely New Zealand countryside.

“What’s not to love about it? We reckon Kiwis are going to, especially as they encounter more and more of the D-RAVS over time.”

“His vision to not only make the world feel different but also leave you wanting more was the reason we brought him onboard. And he’s also excellent at doing funny, which has been quite useful for this idea.” – Lee Sunter

The campaign kicks off with a 90-second film supported by shorter 15-second clips. Over the coming weeks, expect to see YouTube videos tailored for recreation fans, cinema bumper ads, radio spots, and even D-RAVS social media posts.

Filmed at a classic New Zealand lake, the project was directed by Max Barden of Sweetshop, with stills by Alistair Guthrie. The collaboration brought together Spark Foundry, Digitas, Wright Communications, and Saatchi & Saatchi.

Lee Sunter, Executive Creative Director, Saatchi & Saatchi NZ, said, “Creating a world like this felt more like recreation than work. A big part of that is down to Max.

“His vision to not only make the world feel different but also leave you wanting more was the reason we brought him onboard. And he’s also excellent at doing funny, which has been quite useful for this idea.”

Cochran added, “We reckon this is a great example of a campaign that makes entertainment its priority. That’s what we should be doing if we expect New Zealanders to stop and engage with our brand for several precious seconds of their day. And like us for it.”

• Click here to view more of the TVC’s

CREDITS

Client: Toyota New Zealand Limited
Assistant Vice President: Susanne Hardy
Manager, Marketing Operations: Jamie How
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/Marketing: Phoebe Nicholls

Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Executive Creative Director: Jordan Sky
Art Director: Gina Morgan
Copywriter: Zach Hall, Andrew Younge
Designers: Nina Kuzmic, Nelson Rayner
Retoucher: Nick Browne
General Manager: Susie Darling
Group Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Head of Connected Strategy: Tim Cullinane

Production Company: Sweetshop
Director: Max Barden
Executive Producer: Ben Dailey
Producer: Jimena Murray
Cinematographer: Marty Williams
Production Designer: Bruce Everard
Wardrobe Stylist: Sarah Voon
Casting: Akd Casting, Adrian Dentice
Editor: Tim Mauger
Colour: Alana Cotton
Online & VFX: Leon Woods
Audio Post: Liquid Studios
Sound Engineer: Craig Matuschka

Photography: Al Guthrie

Media Agency: Spark Foundry
Managing Director: Nicky Greville
Client Partner: Kelly Rosnell-Shand
Business Directors: Toby Yonge, Stacey Stephenson

Managing Director: Nikki Wright
Senior Account Manager: Loren Cunningham