Toyota links up with LadBible to produce Yaris Hybrid road trip social content series

Tyrone Stewart


Toyota GB has teamed up with LadBible to launch a celebrity-driven content series promoting the all-new Yaris Hybrid.

Every fortnight until 9 April, YouTube star Max Fosh will 'drive' the Yaris Hybrid to different destinations, while interviewing a UK celebrity, starting with Olly Murs – which is currently featuring across LadBible.com, LadBible’s Facebook, and LadBible’s Instagram. Murs’ interview will be followed by radio DJ Sonny Jay, musician Gracey, Olympian Sam Quek, comedian Munya Chawawa and, finally, YouTube and TV personality Chunkz.

“These imaginative new films are a novel way to draw attention to the personality, design and key features of Yaris Hybrid, and we hope that the fantastic line up of celebrities and their engaging interviews will bring humour, entertainment and some escapism,” said Courtney Lucas, Brand Awareness Manager at Toyota GB.

In each episode of the ‘Fantasy Road Trip’, the celebrity guest is ‘picked up’ by Fosh in the Yaris Hybrid. The scene is set by the use of a rolling treadmill and an animated backdrop, creating the illusion of a ‘magical’ road trip without ever actually going anywhere.

The partnership between Toyota and LadBible was broked by m/Six, The&Partnership’s media agency.

“We’re very proud to work with Toyota, one of the world’s largest automotive brands, on our first automotive campaign. When m/Six approached us, on behalf of Toyota, with their ‘Why Stop’ mantra, we knew that we were the perfect partner to bring this campaign to life,” said Lindsay Turner, Head of Client Solutions at LadBible Group. “Being the largest youth publishing brand, it felt like a natural opportunity for us to work our magic and in turn, we created the 'Fantasy Road Trip’. This engaging mini-series, with hand-picked talent that our community love, will provide our audience with a magical mystery tour showing the best that branded content can offer.”