Toyota Hari Raya ad encourages drivers to take a road to nowhere

Ahead of this weekend’s Hari Raya celebrations, Japanese car manufacturer Toyota is encouraging Malaysian families to take a ‘jalan jalan’ – a drive without a destination.

In a new campaign called ‘Jalan Cerita’, or ‘storyline’, the brand has released a thee-minute commercial showing three generations going for a ‘jalan jalan’.

Created by The Clan, the ad starts with the main protagonist Afiq reminiscing about how his father would always insist on going for a drive. At one point Afiq becomes short tempered with his father and exclaims that he’s bored with just driving around the neighbourhood and never going anywhere.

Years later, when Afiq is married with a child. One day, after he reaches home late from work, his own daughter asks him to take her on a ‘jalan-jalan’ to which he says he’s tired.

His wife, Sarah, then explains that their daughter doesn’t really want to just go for a ride but instead want to spend time with him. This triggers his memory of his dad and make him realise that the time he spent with his father is the most precious thing.

The ad concludes with Afiq buying the same van as a gift to his dad and asking him to go for a ride together. The film ends with the line which explains the premise: ‘It doesn’t matter where your life journey takes you, but who you’re with’.

Before releasing the film, the brand began sharing teasers on Instagram Stories, plus tips in preparation for Raya, with the goal being to lead consumers to the campaign microsite and a test-drive form.


Client: UMW Toyota
Agency: The Clan
Creatives: Casey Loh, Edwin Lee, Rudy La Faber, Ng Wai Yuan, Nikke Ho, Christynna Fong, Seneca
Gan, Mya Nabila, Nini Nadzli, Zairul Azmi, Fissh Gan
Account Management: Syed Nasir, Sandra Heung, Mandy Teoh, Diana Zulkiflee
Strategic Planning: Nazirah Ashari, Chan Ming-Ti
Production House: The Pluto Project
Director: Syed Madnuh
Executive Producer: Jessica Boorman
Production Team: Lin Lee, Maylyn Ong, Goh Poo Eik, Something Reel Studio
Post Production: APV
Post Production Team: Ajay Kumar, Nikki Lee, Hilmi, Adam Ismail, Lee Williams, Raymund Wee


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing