Toyota Australia has unveiled its first all-electric vehicle, the bZ4X, with a comprehensive nationwide campaign from independent creative agency HERO

Directed by Paul Middleditch from Plaza Content, the campaign features a typical EV sceptic named Barry, who is seen driving the new Toyota bZ4X. The work aims to reassure Australians the bZ4X maintains the quality, durability, and reliability of Toyota, now with an all-electric engine.

The campaign also introduces Toyota’s bZ4X platform, Charge On, developed by the brand in conjunction with HERO.

"With 25 years of electrification heritage behind it, and with Toyota’s much-loved quality, durability and reliability at its core, we are excited to introduce the bZ4X to market through a major brand campaign," said Toyota Australia Chief Marketing Officer, Vin Naidoo. "Our all-electric bZ range helps our customers to Charge On with confidence, knowing that your car can support you to take your next steps, for your next adventure."

HERO Executive Creative Director, Shane Geffen, said: "I think we all know a ‘Barry’, someone sceptical or reluctant to convert to an EV until they find the right car. But Toyota are making it easier than ever to make the switch in style with the bZ4X and we hope our campaign inspires Australia to believe - just like Barry."

The campaign is supported by TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.