Project Description:
The new TVC by Toyota South Africa called the “Rush Squad” debuts the market as an entry-level SUV, targeted at young, aspirational and travel savvy South Africans aged between 25 and 34 who do the most when traveling.
For this market, traveling is a lifestyle that creates a statement for those people looking into your life. Travelling allows you to get out there and discover new environments and terrains that you wouldn’t normally find in the cityscape.
The story follows 5 individuals traveling on a road trip and exploring the great South African outdoors of the Tankwa National Park and the Cederberg. It is carried through by a hip-hop trap song which talks to the Rush Squad’s amazing and unsuspecting adventure. The characters embody the lifestyle, lingo, and attitude of young afrollenials who are always on cue for a good time where ever they find themselves.
It’s a parody play that pokes fun at well-known hip-hop music video attributes from around the world. Furthermore, the story flips the clichés such “making it rain”, “poppin’ bottles”, “big bills”, “grills” etc which are common hip-hop nuances with visuals that speak to the road trip and travel experience.
As an entry-level SUV, the Toyota Rush wants to sell the access of travel and the lifestyle it brings to all South Africans who are all about living that Rush Life.
