Al-Futtaim Toyota’s New campaign Turns Adventurously Parked Cars Into Potential Toyota Customers

Dubai, UAE: Al-Futtaim Toyota, in partnership with Memac Ogilvy, has launched a disruptive campaign called “It’s the Land Cruiser in You.” This campaign taps into the desire of drivers who want the off-road experience but are currently driving less adventurous vehicles.

The campaign was inspired by a simple observation: many cars in the UAE are often parked in unconventional ways. While some might see it as a bad habit, Al-Futtaim Toyota recognized it as a sign of something deeper. These cars belong to drivers with an untapped adventurous spirit—Land Cruiser enthusiasts at heart, stuck in vehicles not built for off-roading. This was a subconscious call for the thrill of adventure, and so, Al-Futtaim Toyota decided to answer their call.

To bring this idea to life, these cars, adventurously parked, were captured in real-time. By showcasing the potential Toyota enthusiasts, the campaign invites these drivers to trade in their current cars for a vehicle that better matches their adventurous spirit—a certified pre-owned Toyota Land Cruiser.

Commenting on the campaign, Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, said, “We’ve all come across those less-than-perfectly parked cars in the UAE, but with ‘It’s the Land Cruiser in You,’ we wanted to address this in a truly unique manner. By using this opportunity to showcase that these drivers might not even realize they’re ready for a Land Cruiser, we’re offering them an opportunity to elevate their driving experience and truly embrace their adventurous side.”

Credits:

Client: Al- Futtaim Lexus