Toyota's launch of its highly anticipated new all-electric vehicle, the bZ4X, in Australia was a big deal. So it needed a big spot to spearhead its nationwide integrated campaign.

The campaign introduced an EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X, much to the surprise of the entire nation. We all know a ‘Barry’, someone sceptical or reluctant to convert to an EV until they find just the right car. So this spot was created to reassure Australian car buyers that Toyota has made it easier than ever to switch to an EV in style, inspiring them to believe in the the all-new bZ4X… just like Barry.

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. With award-winning Australian Director Paul Middleditch 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.

The campaign also launched Toyota’s bZ4X platform, Charge On, developed for the brand by HERO. The platform celebrates 25 years of electrification heritage behind it, with Toyota’s much-loved quality, durability and reliability at its core. The campaign was supported by TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.