Middle-aged rebels star in new RAV4 ad drive from Saatchis

Saatchi %26 Saatchi shows middle-aged men returning to their rebellious youths in a new £6 million TV campaign to promote Toyota's RAV4 off-road vehicle.

Three ads will run across national TV and in cinemas during the summer, using the strapline: "Still a bit rebellious? They are aimed at the brand's target audience of thirtysomething couples with children, best reached by the medium. Media planning and buying is by Zenith Media.

"Car wax breaks on 14 July and shows a devoted RAV4 owner duped into cleaning his neighbour's identical car. Two further ads showing RAV4 drivers acting in a cheeky way will break the following week.

The RAV4, launched in 1994, competes with Land Rover's Freelander, Honda's CR-V and Suzuki's Vitara models. Toyota recently aired plans to increase its global market share by 50 per cent, and saw a record sales month in March with 20,000 new registrations for all UK models.

Toyota's marketing director, Paul Philpott, said: "This is another campaign which will drive our brand forward - in research consumers saw the ads as engaging and human in a British sort of way and highly consistent with our other work for this year."

The campaign was art directed by David Hillyard, written by Ed Robinson and directed by Peter Thwaites through Gorgeous Films.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).