Toyota casts RAV4 as antidote to modern burnout in new campaign

Toyota has kicked off its Australian campaign for the new RAV4 small SUV, casting the model as a practical escape from the daily grind and a gateway to getting outdoors.

Created by Saatchi & Saatchi, the “Long Live Recreation” commercial opens with a sequence of downtrodden Australians,  including a family discarding unused outdoor gear, set against the backdrop of overwork, cancelled plans and constant phone use.

“In a world where recreation is under threat, a hero arrives to save us from too many chores, late work nights and last-minute cancellations,” a voiceover says.