Toyota Ireland has today unveiled its latest brand campaign, 'The Speech', an exploration of the mindset that drives the brand’s commitment to constant improvement – a philosophy deeply rooted in Toyota’s principle of Kaizen.
Building upon Toyota’s enduring brand promise, 'Built for a Better World', the new campaign personifies the belief that the best things in life come through effort, perseverance, and a willingness to keep striving, to be relentless about better.
The film centres on a touching story between a father and daughter. The protagonist, played by Irish actor John Delaney is a devoted dad crafting his father-of-the-bride speech – a project he’s been building since the day his daughter was born, gathering memories and reflections along the way. His journey is set to the viral song 'New Home' by Austin Farwell, which has amassed over 112 million streams on Spotify.
It is a campaign that does not talk about cars but instead expresses Toyota’s belief that 'good things happen when you are relentless about better'. It’s a sentiment that feels inherently and authentically Toyota. A brand that has firmly established itself as Ireland’s best-selling for the past five years, and continues to lead with a customer-first approach across its 41 nationwide dealerships.
Directed by Zak Razvi, renowned for his emotionally rich short-form storytelling (Aer Lingus, HSE, Alzheimer’s Society ), the film’s direction strikes a delicate balance between sentiment and sincerity. As a 100% Irish-owned company, Toyota Ireland ensured that the campaign was fully developed and created in Ireland, reinforcing its community-centred identity.
Toyota creates a strong leadership statement with the ad, as the film allows Toyota’s vehicles to take a back seat, emphasising the emotional essence of the brand instead. This confidence comes from Toyota’s proven legacy of excellence — the result of years of relentless improvement across products, services, and customer experiences. Still, a subtle appearance from the Toyota C-HR+, the all-electric C-SUV arriving on Irish roads in March 2026, provides a glimpse of what is to come.
"At Toyota, we believe progress doesn’t come from standing still. It’s built through persistence, passion, and the constant pursuit of better," said Zoë Bradley, Head of Marketing and Corporate Affairs at Toyota Ireland.
"'Good things happen when you are relentless about better' captures that mindset. It celebrates the drive that inspires our innovation and shines through in the everyday moments that matter most. From pioneering hybrid technology to being Ireland’s most trusted car brand for the last five years, Toyota continues to show what the relentless pursuit of better truly means.
"And with this campaign created entirely in Ireland, it reflects the pride we take in telling stories shaped by the communities we’re part of," added Bradley.
The new campaign launched on Thursday, November 27, across TV, radio, Toyota.ie, and Toyota Ireland’s social media channels. A premium spot will air during the Late Late Toy Show ad break on December 5, Ireland’s most-watched programme of the year. It will also be in cinemas nationwide from December 26.
The campaign and advert were produced by the award-winning creative agency, Javelin.
For more information, visit www.toyota.ie
