Toyota x LADbible

Fantasy Road Trip

Toyota partnered with LADbible to revolutionise the opinion of the Yaris amongst 18-34 year-olds.

We created a wanderlust invoking campaign despite current Lockdown rules that forbade any road tripsโ€” instead, making a cosmic road trip to provide escapism when the country needed it most.

With the insight that two-thirds of LADbibleโ€™s audience were planning to book a holiday when restrictions were lifted, and destination was a deciding factor, we set out to take our audience on their dream road trip when no one could travel.

Working with six of our audienceโ€™s favourite celebrities, Gen-Z icon and YouTuber Max Fosh, we created a completely COVID safe road trip and interview series using a giant conveyer belt, a green screen, and the must-have Yaris.

Content Series

In a time when going anywhere was prohibited, we went everywhere you could imagine

Our solution was to create a worldโ€™s first: a moving indoor road trip that can go anywhere you like without ever leaving the room. Thanks to the NG Yarisโ€™ self-charging battery, we could run the car indoors safely for as long as we wanted. We constructed the worldโ€™s first car-sized treadmill, perched the NG Yaris on top and encased it in 13ft walls of LCD screens, taking celebrity guests on the worldโ€™s most elaborate virtual reality road trip ride.

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Episode 1

Olly Murs

Olly Murs confessed an embarrassing Gary Barlow moment on his Fantasy Road Trip to the sea ๐Ÿ˜‚

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Episode 2

Sonny Jay

From Tom Hardy confessions to a super spicy curry, Sonny Jay & Max Fosh's fantasy road trip to the North Pole had it all ๐Ÿคฃ

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Episode 3


Chunkz is that annoying mate who won't stop singing on road trips, as seen here in his trip to the Moon ๐Ÿš€

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Episode 4


We took Gracey inside The Internet, where she talks beef at Elton John's house and her most embarrassing fan girl moment with Kylie Minogue ๐Ÿ˜ต


Episode 5

Sam Quek

We took Sam Quek to the Jurassic period where the Olympic gold medal winner revealed some secrets from the 'Iโ€™m A Celeb' jungle and what food in an Olympic village is like ๐Ÿ‘€

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Episode 6

Munya Chawawa

We took Munya Chawawa on a trip to the future, where he reveals his worst kitchen nightmare and a hidden talent NOBODY was expecting ๐Ÿคฃ๐Ÿ‘€

Interactive content

Our audience loves to interact with our content, so we gamified the content on Instagram Stories to support the episodes. We created quizzes asking the audience if they could guess the ending of some of the more weird and wonderful turns our guests’ conversation took on their cosmic journey.

Associate Creative Director:

Dai Roberts