THE CHALLENGE

As EV messaging dominates the market, Toyota stands apart by offering a broader path to electrification – from hybrids to fully electric.

With rising gas prices and growing interest in fuel efficiency, there’s an opportunity to reframe Toyota’s electrified lineup as a smarter, more flexible way to save.​

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THE INSIGHT 

Drivers want to save on fuel and reduce their footprint, but hesitate when electrification feels restrictive. The resistance isn’t to efficiency – it’s to the fear of giving up capability and comfort.​

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THE SOLUTION

Position Toyota as the freedom-first way to go electric. Showing Toyota vehicles in real-life situations to prove that efficiency doesn’t require compromise – and that Toyota offers an electric option for every driving style and need – from daily commutes to off-road adventures.

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Dear Freedom was launched as an omnichannel campaign across TV, social, email, and search.