Toyota Launches “What’s Your RAV4?” Campaign for the All-New 2026 Model

Launching today, Toyota’s new marketing campaign, “What’s Your RAV4?”, introduces the all-new 2026 Toyota RAV4 – the 6th generation of America’s best-selling Small SUV. The campaign highlights RAV4’s bold new design, hybrid performance and advanced technology, showcasing the individuality of today’s drivers and inviting them to define what RAV4 means to them.

“The all-new, 6th generation RAV4 is a vehicle designed for flexibility and fun – providing everyday versatility and enabling moments that bring people together,” said Mike Tripp, group vice president of Toyota Marketing. “The ‘What’s Your RAV4?’ campaign celebrates everyday adventures and showcases how people can experience, connect, and enjoy the ride in their own unique way.”

The fully integrated RAV4 campaign was developed using a cohesive marketing approach inclusive of multicultural audiences. Agency partners include Saatchi & Saatchi, Burrell Communications Group, Conill and Intertrend Communications.

The campaign showcases a unified style across the creative, which is highlighted below:

For Hispanics, fun isn’t optional, it’s essential. Because if they’re not enjoying the ride, what’s the point? That’s the spirit behind the all-new 2026 RAV4, an SUV ready for every plan, every playlist, and every adventure. In “Serious Fun”, the 30-second spot created by Conill, viewers see how the RAV4 transforms everyday situations with a playful twist. The spot is also available in a 15-second version, along with a 45-second version available for viewing on www.toyota.com/espanol. Other 15-second spots include “Labyrinth”, “Newlyweds”, and “Weekend”, all directed by Ariel Danziger.

Toyota’s all-new 2026 RAV4 delivers a fun and stylish line-up, with something for friends, families, and couples alike. From the thrill of getting behind the wheel to the dreamy appeal of the sporty GR SPORT trim, the new RAV4 is built to match every kind of lifestyle. To bring that spirit to life, Intertrend Communications created two 30-second spots, “Grandma” and “Just Once,” and two 15-second spots, “Late Night” and “Vanished,” directed by TWIN(duo Josh and Jonathan Baker).

Burrell Communications’ new “Chase Fun” RAV4 campaign follows a curious crew as they encounter industry plants, time portals, crop circles, and UFO sightings—with the all-new 2026 Toyota RAV4 acting as the modern-day Mystery Machine. Built to empower a “Let’s Find Out” mindset, the vehicle enables drivers to chase fun almost anywhere. Burrell created one 30‑second spot titled “Industry Plant,” along with two 15‑second spots, “Crop Circles” and “Portal”, and three 10‑second spots “Troll Bridge,” “In the Trees,” and “Sighting,” all directed by Rick Famuyiwa.

Toyota’s new ‘What’s Your RAV4’ Campaign highlights the many ways drivers use their all-new 2026 RAV4 – from adventures to family road trips, or weekend escapes, it’s the vehicle built to take them there. Saatchi & Saatchi created one 30-second spot titled “Buddies” along with six 15-second spots titled “Roam Anywhere Vehicle,” “Rugged Attitude Vehicle,” “Reverse Aging Vehicle,” “Rad Auntie Vehicle,” and “Runway Approved Vehicle,” all directed by Traktor.

Full campaign and information here