One in every four cars on New Zealand roads is now a Toyota. Ubiquity like that can make you invisible. But Toyota flipped it - to get everyone’s attention. They turn the whole country into one big Toyota ad. They started by suggesting New Zealand was an ad, and the more they suggested it, the more people thought it could be. A hero film showed an intersection where every car is a Toyota, with everyone speculating on whether they're all in an ad. The campaign had billboards pointing out Toyotas driving past. Activations turned sports events into Toyota ads. Social content including the use of influencers spurred this on further. With many people on social jumping in with their own evidence that NZ is a Toyota ad. Toyotas everywhere, even on Google Street View, were now the product shots and product demos in one big ad set against the backdrop of New Zealand. It’s like the whole country now happily live in a Toyota ad and one that’s Toyota's best performing campaign in New Zealand, ever.