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My Toyota

Who Says You Can't Be All Things to All People?

New marketing campaign shows that there are exceptions to the rule.

Toyota’s All Things To All People campaign sets out to challenge the notion that a person can’t be ‘all things to all people’ or ‘please people all the time’.

Creative Overview

In this major multi-platform marketing campaign, we are shown that there are exceptions to the rule. The evocative footage of the ad celebrates the role of the busy parent and shows that in a single day mums and dads play dozens of roles: a lifeguard, rock, saint, smoother, supporter, healer, spoilsport, and memory maker, in addition to working a full-time job. In other words they need to be all things to all people.

The car often plays an unsung role in a busy family life, and as Ireland's favourite car brand, Toyota is all things to all people.

"The theme of this campaign is sure to strike a chord with the hardworking mums and dads across Ireland, juggling work and home life every day, as it sets out to question the simple adage that you can’t be all things to all people. The Toyota family car, combining superb quality with excellent value, also contradicts this notion and is a part of the fabric of family life for many Irish people."

- Michael Gaynor, Marketing Director of Toyota Ireland

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