Toyota South Africa Motors (TSAM) and Studio One at Publicis Groupe Africa are proud to reintroduce the Vitz under the banner: “Even more car. Less cash.” This dynamic campaign, now entering its second phase, amplifies the Vitz’s appeal through a bold, culturally resonant approach that continues to engage consumers across multiple touchpoints.
The Toyota Vitz is a compact, agile hatchback tailored to the needs of first-time buyers, urban commuters, and value-conscious motorists seeking a feature-rich vehicle in an accessible price bracket. The Vitz now boasts a suite of enhanced safety and convenience features – including side and curtain airbags, a rear centre seatbelt, rear headrests, and seatbelt warning lights and alarms for both passenger and rear seats – all of which reinforce its commitment to occupant protection.
The XR variant further elevates the driving experience with a reverse camera and an option for an automatic transmission, combining everyday practicality with standout fuel efficiency, bold design, and modern technology. The Vitz continues to deliver exceptional ease of use while offering drivers peace of mind and driving enjoyment.
Following the high-impact launch campaign – which featured three television commercials in English, isiZulu, and Afrikaans – the second phase of the campaign has expanded across television, outdoor, radio, and digital platforms. This phase pushes creative boundaries by communicating vehicle benefits through music and rhythm rather than technical specifications alone.
The latest executions include two distinct creative treatments:
- “War Cry”, an energetic anthem inspired by schoolyard rhythms, designed to resonate with a youthful audience.
- A collaboration with acclaimed Cape Town hip-hop artist YoungstaCPT, whose dynamic lyrical delivery brings a unique edge to the Vitz’s messaging.
“Because the Vitz now offers even more, we wanted the campaign to carry even greater energy – while maintaining the core concept of communicating multiple features quickly and memorably,” says Kate de Bruyn, Creative Director at Publicis Groupe Studio One.
This strategic evolution highlights the Vitz’s upgraded safety features, which remain rare in this segment. The campaign underscores the model’s position not just as a category contender, but as a vehicle that exceeds expectations in its class.
“We wanted to expand the limits of what a 30-second commercial can do – not just inform viewers about the Vitz, but create a memorable, culturally resonant experience,” says Rethabile Bopape, Senior Marketing Manager at TSAM.
By drawing on the power of sound – particularly rhythms and voices rooted in South African youth culture – the campaign creates an emotional connection with consumers. The message is clear: the Toyota Vitz now delivers more fun, more features, more safety, and more value – all at an unbeatable price.
