Positioning the vehicle with the phrase 'Freedom is beautiful', the campaign by Draftfcb also highlights its 4x4 capability with unique camera angles and juxtaposing its design with rugged terrain.
The television advertisement will flight until the end of November, while cinema and rugby big screen versions will flight in theatres around the country from mid November to mid December. It will also be appearing on the web.
The ad features four friends around the braai reminiscing about an epic trip they have just experienced to find the Valley of Reflections. The director uses cutaways to add texture to the narrative as well as demonstrate the vehicle's new features. While they are impressed with their end destination, it is clear that the real purpose of their journey was to enjoy the ride in the Fortuner.
Supporting these executions are print ads, appearing across various publications during October, November and December, radio starting from December, outdoor next year, and dealer advertisements, which will be flighted as and when it suits individual dealers to do so.
