"Whats your RAV4?"

Toyota RAV4

The Toyota RAV4 started out as something a little weird, in the best way.

When it first showed up in the ’90s, it had personality. It was small, fun, unexpected, and even came with a fold-out table. It didn’t feel like every other SUV on the road.

Over time, RAV4 became a massive success. But as it grew into one of the world’s best-selling SUVs, some of that original weirdness and fun got harder to see.

So we brought it back by focusing on the people behind the wheel.

The idea was simple: RAV can mean whatever you want it to mean.

Our campaign asked, “What’s Your RAV4?” through a :30 hero spot and a series of digital films, each one showing a different side of the vehicle and the people who make it their own.

Director: Traktor

CCO: Elaine Cox
ECD: John Payne
CD: Paul Oberlin
CD: Jeremy Carson
ACD AD: Philip Samartan
ACD AD: Verner Soler
ACD Writer: Verena Bird
SR. Writer: Scott Jones