Book Club and 3rd Wheel

Southeast Toyota Distributors (SET) is announcing new spots for RAV4 and Corolla from AOR 22Squared in support of the new 2023 vehicles.
The RAV4 spot,“Book Club,” is a continuation of the “There's a RAV4 [for] That” messaging and showcases how the RAV4 is a reliable and versatile partner in various day-to-day situations while highlighting the vehicles’ adventurous and ride-or-die nature.
For this spot, 22Squared dove deeper into insights about the target RAV4 customer, discovering that this audience is growing multiculturally and identifying key characteristics such as strong family and social ties.
For Corolla, the “3rd Wheel” spot highlights how the 2023 Corolla is even more dependable & desirable than ever before with new upgrades and features.
Insights behind the Corolla spot include that 75% of Gen Z drivers (ages 18-25) view their vehicle as a ‘third space,’ making comfort, predictability, and trust pivotal decision factors. Additionally, Corolla buyers are looking to set themselves up for long term success. They’re redefining what matters most, hacking the broken systems, and maximizing their opportunities to predictably outsmart the antiquated tricks.
“These campaigns are built around unexpected yet relatable truths,” said Laura Hauseman, creative director at 22Squared. “Our challenge is to continue to target younger buyers in a crowded category. We want people to see themselves in the work.”
The fully-integrated spots consist of TV, social and digital executions.