Toyota Sienna - How Mom & Dad Got Their Swagger Back

Saatchi & Saatchi LA helped Toyota put some cool into the redesigned Sienna minivan with the 'Swagger Wagon' viral video.

Toyota Sienna – How Mom & Dad Got Their Swagger Back

Saatchi & Saatchi LA


"Minivan" and "cool". The two words just don’t go together. Any parent who drives a minivan knows they are giving up all semblance of the cool, hip individual they used to be. It’s a sacrifice they make for the kids.

Toyota wanted to throw these good people a bone when they redesigned the Sienna minivan. It doesn’t compete with snazzy sports cars but, among minivans, new Sienna had styling and features that would allow a deserving mom or dad to hold their head high...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands