TOYOTA
Hater’s Anthem
Toyota’s all-electric lineup had the performance, personality, and range to win people over. The challenge was getting EV skeptics to stop long enough to experience it. So instead of avoiding the haters, we handed them the microphone.
Haters Anthem introduced a cast of outspoken puppets ready to sing every doubt they had about going electric. But once they got behind the wheel, their complaints—and their puppet forms—couldn’t survive the ride. What began as an anthem for the unconvinced became a full-throated change of tune.
A Different Kind of Conversion
Set to an original anthem by Infinity Song, the hero film turns EV resistance into an entertaining musical transformation. Each hater arrives with a strong opinion, only to have the vehicles’ design, power, and performance give them an entirely new tune to sing.
No Strings Attached
Five custom puppets were created by Jim Henson’s Creature Shop and brought to life through practical puppetry, character performance, and human craft. Their transformation into live-action drivers made the campaign’s central idea literal: sometimes experiencing the product is all it takes to turn a hater into a believer.
An Electric Family.
The campaign extended beyond the hero film through a series of shorter broadcast and digital stories, including “Looks for Days,” “Power,” “Handle It,” “First Sight,” and “Frown Breakdown.” Together, the films spotlighted the personalities and capabilities of Toyota’s bZ, bZ Woodland, and C-HR while carrying the same skeptic-to-believer story across the full campaign.
Still Hating? Keep Scrolling.
The campaign extended beyond the hero film through a series of shorter broadcast and digital stories, including “Looks for Days,” “Power,” “Handle It,” “First Sight,” and “Frown Breakdown.” Together, the films spotlighted the personalities and capabilities of Toyota’s bZ, bZ Woodland, and C-HR while carrying the same skeptic-to-believer story across the full campaign.
From Hater To Lover
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From Hater To Lover 〰️
As Associate Creative Director, I helped lead the campaign from early concept development through production and final delivery. I worked alongside the larger creative and production teams to shape the idea, develop the campaign world, guide the work through production, and deliver its broadcast, digital, and social extensions.
One of my favorite extensions was a talking-head puppet film featuring a self-appointed car critic who picks the vehicle apart until every new feature gives him one less thing to hate. Watching his judgment slowly turn into genuine excitement captured the campaign’s entire skeptic-to-believer idea in one character.
