Fast forward to 2023… Toyota has just introduced a refreshed Fortuner sporting a sleek, catamaran-inspired front fascia, newly styled 18-inch alloy wheels and a bi-tone exterior on selected models. Mid and high-grade models have also been enhanced with black and maroon detailed leather seats and next-gen advanced active safety upgrades.

In recent years, the Fortuner’s positioning has been expressed creatively as ‘the luxury of freedom’.

What has made the Fortuner stand out over the years are its lifestyle qualities as well as the ability to undertake long trips and handle off-road conditions. In introducing the refreshed model, Toyota South Africa Motors' (TSAM) brief to FCB Joburg was "develop a 360-degree campaign for the Fortuner that highlights its new and improved styling, comfort, safety and convenience."

When it came to the Fortuner and its perception in the market, both FCB Joburg and TSAM saw an opportunity for evolution. “In a sea of countless campaigns that show SUVs on off-road adventures, it was clear from the start that we needed to go further,” says Tasneem Lorgat, Senior Manager of Advertising at TSAM.

“As a leader in the market, we knew that the only way up for the Fortuner was ‘beyond’. And what better way to distinguish the Fortuner from other SUVs than by going from off-road to out-of-this-world?” said Tian van den Heever, ECD of FCB Joburg. “Plus, seeing the Fortuner traverse across the diverse landscape of Mars just further emphasises that it’s truly equipped to tackle any terrain,” van den Heever adds.