Haters Anthem
Challenge
Overcome skepticism about electric vehicles and inspire confidence in Toyota’s new battery electric vehicle lineup. Reach consumers who embraced innovation in other parts of their lives but still questioned whether an EV belonged in their garage.
Challenge
Overcome skepticism about electric vehicles and inspire confidence in Toyota’s new battery electric vehicle lineup. Reach consumers who embraced innovation in other parts of their lives but still questioned whether an EV belonged in their garage.
Strategic insight
Consumers needed to see how electric vehicles could fit their lives. Their doubts gave us a familiar, entertaining starting point for the conversation.
We developed Haters Anthem to turn skepticism into curiosity, bringing common objections to life through custom puppets before revealing the human believers behind them. Humor, music, and product innovation worked together to move audiences from hesitation toward confidence.
Strategic insight
Consumers needed to see how electric vehicles could fit their lives. Their doubts gave us a familiar, entertaining starting point for the conversation.
We developed Haters Anthem to turn skepticism into curiosity, bringing common objections to life through custom puppets before revealing the human believers behind them. Humor, music, and product innovation worked together to move audiences from hesitation toward confidence.
Our Role
Consumer research and cultural insights
Creative platform development
Integrated broadcast, digital, and social campaign
Audience-first messaging strategy
Talent and music integration
Media optimization and performance measurement
Our Role
Consumer research and cultural insights
Creative platform development
Integrated broadcast, digital, and social campaign
Audience-first messaging strategy
Talent and music integration
Media optimization and performance measurement
The Results
+16
pts
on “EVs fit my lifestyle.”
+15
pts
in purchase intent
+23
pts
in persuasion versus cultural norms
The Results
+16
pts
on “EVs fit my lifestyle.”
+15
pts
in purchase intent
+23
pts
in persuasion versus cultural norms
The Results
+16
pts
on “EVs fit my lifestyle.”
+15
pts
in purchase intent
+23
pts
in persuasion versus cultural norms
