Get That 'GR' Feeling with Toyota's Thrilling GAZOO Racing Sports Car Line Up

Toyota’s motorsport sub-brand GAZOO Racing has launched its first brand campaign in Europe. ‘That GR Feeling’ is a collection of short films that showcases the GR series and features a thrilling line-up of pure sports cars - rewriting everything you’d expect from a Toyota. 

The campaign, conceptualised and created by The&Partnership, is centred around the exhilarating feeling of driving an expertly engineered performance vehicle. This emotion is something that stays with you. Even when you’re not behind the wheel.

Comprising four 20 second videos, each with a focus on a different scenario, ‘That GR Feeling’ provides subtle hints to both the GR brand and its motorsport heritage such as the World Rally Championship and the World Endurance Championship, which is scattered throughout the campaign.

The campaign will also promote the launch of the new Toyota GR86 model. Embodying the spirit of iconic Toyota sports cars, including the 2000GT and AE86, the GR86 is one of the last of its kind. Responsive, agile and engaging, its design has been directly influenced by Toyota’s motorsport expertise, delivering a unique experience that focuses on what matters: pure driving fun. It is the very emotion that the cast exhibits across the scenarios in these films. 

The&Partnership’s creative director Martin Cox added: “The GR range from Toyota are some of the most thrilling Toyota cars to drive. Our campaign brought this to life by showing how that feeling stays with you, even when you’re not driving. From pottery classes and DIY shopping to mowing the lawn, even the most mundane tasks are full of excitement thanks to the genius of our creatives Guus and Tayfun and director Saman Kesh”.

To showcase the GR range being undoubtedly Toyota's most exciting line-up of vehicles, ‘That GR Feeling’ places emphasis on these new models of cars, and the wider Gazoo Racing sub-brand. In doing so, they add emotion and excitement to the Toyota Masterbrand -increasing both affinity and conversion with it.

The campaign will live primarily on social and digital channels and is being rolled out across European markets in March 2022.