Toyota Motor Asia launches new regional brand campaign with The Crisp Group
Toyota Motor Asia has launched a new regional brand campaign, created by The Crisp Group, spotlighting three core pillars that define its commitment to customers: Diversification, Service Excellence, and Quality, Durability and Reliability (QDR).
The campaign responds to a rapidly evolving mobility landscape shaped by new technologies, powertrains, and rising consumer expectations. As competition intensifies and choice expands, the work reinforces what has long distinguished Toyota: an approach grounded in trust, reassurance, and long-term reliability. As a brand that is deeply rooted in Asia, it has constantly strived to work closely with communities across the region to drive collective progress.
“As we continue to strive towards mobility for all, it is important for us to communicate Toyota’s strengths in a way that is authentic, human and relevant to people’s everyday lives,” said Jaja Ishibashi, General Manager, Toyota Motor Asia. “This campaign reflects our long-standing commitment to quality, service and meeting the needs diverse needs of customers with confidence, reliability and trust.”
This campaign focuses on how Toyota shows up in everyday scenarios/environment. Working closely with Toyota’s regional team, The Crisp Group shaped a campaign framework that brings each pillar to life through authentic moments.
“Toyota’s credibility is the result of decades of consistency along with continuous progress and innovation” said Shantanu Dasgupta, Co-Founder and CEO, The Crisp Group. “Our role was to translate that trust into human stories, coded in contemporary culture while remaining unmistakably Toyota.”
The campaign unfolds through three distinct films, each with its own tone and perspective:
• Diversification highlights Toyota’s wide range of mobility solutions and its commitment to inclusivity and choice.
• Service Excellence takes a lighter, energetic approach, showcasing Toyota’s service network and the reassurance it provides.
• QDR explores the brand’s core promise of quality, durability and reliability through everyday experiences backed by rigorous engineering.
Together, the films present a cohesive expression of Toyota’s brand promise: as a supporter for people navigate a changing mobility world with confidence.
The campaign will roll out across multiple Asian markets via digital, social and premium video platforms.
Credits
Client: Toyota Motor Asia
General Manager: Jaja Ishibashi
Deputy General Manager: Kenix Loh
Assistant Manager: Eri Kojima
Business Partner: The Crisp Group
Chris Gurney – Co-Founder, CCIO
Shantanu Dasgupta – Co-Founder, CEO
Joshua Okada – Co-Founder, COO
Shir Lee Akazawa – Head of Content Strategy
Mikyung Kim – Executive Producer
Production: Benetone Films, Thailand
Head of Production: Vittorio Badini Confalonieri
Bidding Producer: Cole Tranter
Director & DOP : Sam Koay
Producer : Naree Apichaimongkol
Post Production: Finally Studios
Executive Producer: Matthew Szabo
Editor: Adam Hussey
2D Animation Lead: Robin Baker
Music: Black Cat White Cat Music
Seiya Matsumiya – CEO and Co-Founder
Kenny Dallas – Executive Producer
Timo Otsuki – Chief Development Officer
Media Agency: Assembly Global Australia
Strategy and planning: Ilse Moreno
Account Management: Nicole Sim