Al-Futtaim Toyota taps into the desire of drivers who want the off-road experience but are currently driving less adventurous vehicles. The campaign was inspired by a simple observation: many cars in the UAE are often parked in unconventional ways. While some might see it as a bad habit, Al-Futtaim Toyota recognized it as a sign of something deeper. These cars belong to drivers with an untapped adventurous spirit—Land Cruiser enthusiasts at heart, stuck in vehicles not built for off-roading. The campaign invites these drivers to trade in their current cars for a vehicle that better matches their adventurous spirit.
