Toyota Motor Philippines (TMP) tapped Filipino indie folk-pop band Ben&Ben as the new brand ambassador of the Toyota Choice campaign. TMP said that Ben&Ben was a natural choice as its newest brand ambassador, since its members actually own Toyota vehicles.
Toyota Choice is TMP’s campaign that highlights how individuals can choose the right Toyota vehicle and ownership experience based on their needs. With TMP’s diverse model lineup, an individual shopping for a brand-new car has a wide range of options to choose from. It positions Toyota as a car brand that allows customers to make the right choice, as well as highlight its aftersales service, financing, and dealer support as part of the overall “Toyota Choice.”
TMP said that Ben&Ben embodies the four pillars of the Toyota Choice campaign. Toyota and Ben&Ben are brought together by “shared values rooted in trust, connection, versatility, and innovation.” Through the years, Toyota has become one of the most popular car brands in the Philippines, much like how Ben&Ben has earned a solid following through its music.
The Japanese car brand added that in terms of genuine customer support, Toyota focuses on building relationships beyond the initial purchase, mirrored by Ben&Ben’s openness and meaningful engagement with fans that foster a deeper sense of connection.
Toyota offers a wide range of vehicles suited to various needs and lifestyles, just as Ben&Ben’s music spans diverse themes and sounds. Toyota also aims to continue refining its technology to make everyday driving better, while Ben&Ben evolves its sound and storytelling with purpose. With these qualities, TMP believes that it makes the Toyota Choice campaign more relatable for younger audiences.
Ben&Ben, the Filipino indie folk-pop band from Manila led by twin brothers Paolo and Miguel Benjamin Guico, first emerged in 2016 and has since become one of the most popular bands in the Philippine music scene. It is known for songs such as “Leaves,” “Pagtingin,” “Ride Home,” and “Kathang Isip.” The band has built a reputation not only for its music but also for tackling meaningful themes such as mental health, social justice, feminism, and individualism.
Autocar’s Take
Toyota Motor Philippines has introduced Ben&Ben as the new brand ambassador for the Toyota Choice campaign, which is seen to further amplify the reach and awareness of what the campaign is all about. By tapping Ben&Ben, Toyota PH is extending its reach into a wider set of audience, which is composed of potential car buyers in the younger demographics. Through this, Toyota PH can further maximize its brand awareness, which could lead to sales.
Toyota Choice is like a 360-degree vehicle ownership campaign, wherein Toyota PH aims to give you a hassle-free vehicle ownership experience. It claims to offer quality products, expert service, and genuine care.
