Get that Electric Feeling

Toyota, in collaboration with T&P, have launched a pan-European 360-degree campaign for the all-electric Toyota C-HR+. Starting in March 2026, this campaign introduces the Toyota C-HR+ as the "jewel in the crown" of Toyota's new all-electric SUV lineup, highlighting the confidence and style associated with driving a Toyota Battery Electric Vehicle (BEV).
The campaign will be seen across television, digital, social, out-of-home, cinema and CRM. Its story focuses on an enchanted mermaid, tempted out of the water by the beautiful all-electric Toyota C-HR+, she takes to the streets to explore a new world in style.
The 'Get that Toyota Electric Feeling' campaign, developed by T&P, directed by Martin Werner through Papaya Films, provides an integrated brand experience. It is a visually engaging journey that showcases the Toyota C-HR+'s design and electric capabilities through an artistic lens. The mermaid protagonist represents the vehicle's blend of natural elegance and technology, accompanied by Smoke City's 'Underwater Love' as the atmospheric soundtrack. This pan-European campaign aims to redefine urban exploration and enhance the perception of BEV driving, with a robust UK launch across TV, Social, OOH, CRM, a bespoke OOH tunnel wrap experience and Cinema.
Toyota’s approach for the Toyota C-HR+ launch campaign addresses the need to differentiate its BEV offerings in a growing market. Research indicated consumer interest in vehicles that combine advanced technology with a distinct sense of style, confidence, and an engaging driving experience. The creative idea uses the mermaid as a metaphor to combine cinematic visuals with emotional appeal, reinforcing the Toyota C-HR+'s position as a symbol of modernity and electric confidence across all platforms.