• Loading…

Sienna ‘Swagger Wagon’ Music Video

Award: Graphite Pencil

Graphite Pencil / Writing for Advertising / Writing for Film Advertising / 2011

Minivans are the laughing stock of the automotive world. It was a huge challenge for Toyota to get parents to want its redesigned Sienna, much less make it a vehicle people talk about. With this insight, the agency developed a campaign called ‘The Sienna Family’ and later a music video called ‘Swagger Wagon’, which would serve as a rally for proud parents everywhere. As a result of the campaign, the ‘Swagger Wagon’ video has garnered close to nine million views. But more importantly, the Sienna exceeded yearly sales expectations by almost 20 per cent.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again