After two long decades, the iconic Toyota Crown is finally set to grace the roads of the United Arab Emirates once again. And it’s no surprise that this long-awaited return has caught the attention of the nation’s primary road, Sheikh Zayed Rd. The highway has gone all out to give a warm welcome, prepping the roadway and rolling out the red carpet for the grand entrance. Now, that’s how you treat the Crown.

Al-Futtaim Toyota, in collaboration with Memac Ogilvy, has pulled off a never-before-seen stunt, leveraging a unique element of UAE roads—the red road markings. We creatively played with their meaning, linking them to the identity of the Toyota Crown.

This ambient stunt captured the attention of all drivers on Sheikh Zayed Road, all while maintaining the timeless classic’s all-new futuristic appearance hidden.

The All-New Toyota Crown is already out in the market and has delivered on its promises: an elegant, future-forward, and eye-catching comeback that has left everyone in awe, just like its stunt.

Credits

Ogilvy:

Till Hohmann- Chief Creative Director

Karla Bekhazi – Creative Director

Stephanie Arzrouni – Senior Art Director

Leomerish Leyco – Art Director

Diego Fernandez-Cid – Copywriter

Andre Souza- Senior Visualizer

Kevin Kurian – Group Account Director

Alaa Nour – Account Director

Karl ElHitti – Head of social

Haya Dajani – Account Manager



Toyota Al-Futtaim

Hajar Al Suwaidi – Marketing Manager

Assaad Chehade – Senior Marketing Manager

Saad Abdullah – General Manager Marketing