Flipping the Script

We were tasked with introducing a new car model for the first time and it needed a clear, distinct and authentic personality. The C-HR is unlike any car in Toyota’s current lineup and therefore needed to appeal to a new type of driver; one who’s looking for a vehicle that’s just as expressive as they are. C-HR is a Toyota, but you wouldn’t expect it to be. We wanted it to be the only vehicle daring enough to embrace the “What can I get away with?” spirit of our mischief makers.

So, to tell this story, we flipped the script on the everyday things you do with a car. In this digital campaign, you’ll see our hero and his friends put a fun, mischievous spin on mundane activities like going to the car wash.