What happens when Alice in Wonderland gets behind the wheel of a Toyota Yaris Cross? T&P’s new campaign for Toyota answers with a stylish trip down the rabbit hole, turning Lewis Carroll’s familiar fantasy into a modern adventure about curiosity, movement and being ready for whatever comes next.
Directed by Rodrigo Saavedra of Agosto, the film follows Alice after she spots a mysterious woman wearing a jacket embroidered with a giant white rabbit. She decides to follow, taking her Yaris Cross from the familiar city into increasingly surreal surroundings. A tunnel becomes a rabbit hole, city streets turn into a checkerboard, and Wonderland characters begin appearing along the way.
A Familiar Story With a New Purpose
The clever part is how naturally the fantasy connects to the car. The Mad Hatter becomes a stylish DJ, the Cheshire Cat appears on a parachute, and the Queen of Hearts arrives as an intimidating caller on Alice’s phone. Each encounter creates an opportunity to highlight the Yaris Cross’s agility, technology, style and hybrid performance without turning the film into a conventional product demonstration.
For T&P creative director Mehmet Guven, Alice in Wonderland was a natural fit because its characters are instantly recognizable across generations. More importantly, Alice’s decision to follow her curiosity mirrors Toyota’s “Ready for What’s Next” positioning. The Yaris Cross becomes the vehicle that makes the adventure possible.
Wonderland Made Real
The campaign is particularly striking because T&P chose to build much of its Wonderland physically rather than rely entirely on AI-generated imagery. Production designer Anna Colomer, costume designer Celia Arias, and hair and makeup artist Javier Ceferino created a tactile, fashion-forward world for Saavedra’s camera.
Visual effects from Post Office were added where reality reached its limits, including a spectacular checkerboard road disappearing into the sky. Music supervisor Arnold Hattinger created a bespoke soundtrack, while editor Carlos Font Clos gave the film its energetic rhythm.
The campaign extends beyond the hero film with 60-, 30- and 20-second cuts, out-of-home, press, radio, social content and dealership assets across Europe.
Toyota’s Wonderland is strange, glamorous and always moving. Conveniently, so is the Yaris Cross.
If your car can follow Alice into Wonderland, it can probably handle your Monday morning. — Julian Vega
