Barry Toyota


11 March, 2024

Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign created by independent creative agency HERO.

Spearheaded by a big spot, the campaign sees a typical EV skeptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of the entire nation.

With award-winning Australian director Paul Middleditch from Plaza Content at the helm, the spot reassures Australians that the bZ4X is everything that they know, trust and love about Toyota, now with an all-electric engine. Building on more than two decades of hybrid electric innovation, the Toyota bZ4X is engineered to deliver the famed Toyota performance from city commutes to weekend getaways.

The campaign also launches Toyota’s bZ4X platform, Charge On, developed by the brand in conjunction with HERO.

Says Vin Naidoo, chief marketing officer of Toyota Australia: “With 25 years of electrification heritage behind it, and with Toyota’s much-loved quality, durability and reliability at its core, we are excited to introduce the bZ4X to market through a major brand campaign.”

“Our all-electric bZ range helps our customers to Charge On with confidence, knowing that your car can support you to take your next steps, for your next adventure.”

Says Shane Geffen, executive creative director, HERO: “I think we all know a ‘Barry’, someone sceptical or reluctant to convert to an EV until they find the right car. But Toyota are making it easier than ever to make the switch in style with the bZ4X and we hope our campaign inspires Australia to believe… just like Barry.”

Now live nationwide, the campaign is supported by TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.