Toyota Canada Embraces a Childhood Classic in National RAV4 Campaign

Toyota Canada has launched a new national campaign, with the intention of highlighting the all-new, all-hybrid 2026 Toyota RAV4. Developed by Saatchi & Saatchi Canada, the work is designed to celebrate the power of connection and recreation, whilst reflecting the brand’s human-first approach.

Inspired by the childhood song ‘The More We Get Together’, the hero film – which shares the same name – is set to a stripped-back, modernised rendition of the classic by award-winning Canadian artist Dallas Green (of ‘City and Colour’ fame). Designed to serve as an emotive soundtrack, according to Toyota Canada’s national marketing manager, Ian Lanaway, the brand wanted to commemorate the way in which the latest model can take Canadians to new places, together.


“The RAV4 continues to be the number one choice of non-pickup truck vehicles in Canada, so connecting to Canadians through the nostalgic song via a beloved Canadian artist like Dallas Green feels like the perfect synergy,” he explains. “We believe ‘The More We Get Together’ captures the spirit of why people choose RAV4 in the first place: it’s dependable, human-centric and built for shared moments.”

Directed by Soft Citizen’s Lauren Sick, the spot was shot and produced in Ontario, and is supported by a fully-integrated media rollout spanning broadcast, digital, social, and online video. Intended to underscore the brand’s shift toward electrification across its lineup, each asset reflects an awareness of the value that comes from rooting local marketing efforts in Canadian values like togetherness.

‘The More We Get Together’ will also serve as a key part of Toyota and Saatchi & Saatchi’s combined marketing efforts throughout 2026. Intended to be expanded upon in the coming months, consumers can expect adapted assets in Hindi, Punjabi, Mandarin, and Cantonese, along with a stand-alone, in-language, multicultural social campaign in spring.

“RAV4 is the original recreational activity vehicle but, at its core, it’s a vehicle that connects you to the people and activities that energise you,” concludes Rob Gendron, vice president and executive creative director at Saatchi & Saatchi Canada. “By featuring a song that many of us grew up with, we wanted to tap into a shared nostalgia and remind people that life’s better when we get out and spend time together.”