As national brands compete for attention in fast-growing regional markets, local relevance has become one of the clearest ways for brands to build trust.LT.agency’s recent Arizona Marketing Pulse Report found that 59% of marketing leaders cited in-migration as the dominant growth force reshaping their approach, underscoring the need for brands to connect with longtime residents and new audiences in ways that feel authentic to the market.
LT.agency has put that insight into practice with The Toyota Lovebirds, a new integrated brand campaign for longtime client Valley Toyota Dealers.
The campaign introduces Tom & Tawny, two animated, rosy-faced lovebirds that introduce a fresh storytelling direction that preserves the warmth, trust and local identity audiences associate with the brand.
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The launch follows the death of longtime Valley Toyota Dealers main character, Pat Finn, whose humor and relatability made him a familiar face to generations of Arizonans.
“The bar was set high coming off a successful 20-year campaign with our beloved and talented main character, Pat Finn,” said Ian Barry, LT’s chief creative officer. “With this new campaign, our goal was to continue to be the antithesis of typical car dealer advertising. In comes Tom & Tawny, two adorable lovebirds that love Toyotas.”
The inspiration came from an unexpected piece of Arizona culture: rosy-faced lovebirds. The Valley is home to the largest feral population outside of Africa, with more than 2,000 birds spotted across the Valley. For LT, the birds offered an authentic way to introduce Tom & Tawny while keeping the campaign closely tied to the Valley.
“If you’ve spent any time in Phoenix, you’ve probably seen a rosy-faced lovebird,” said Matt Sicko, LT creative director. “They’ve been part of the Valley’s landscape for decades, making them a natural choice for the campaign. As characters, Tom & Tawny can travel all over the state, turning everyday Toyota moments into entertaining stories. Their perspective brings a sense of local character, charm and humor that helps the campaign feel unmistakably Arizona.”
Bringing Tom & Tawny to life was a true collaboration between LT, Untold Studios, director Jordan Brady and production company True Gent. Working closely together from the earliest stages of development, the team helped shape everything from the lovebirds’ look and personalities to their humor and relationship dynamic. The characters are voiced by real-life married couple Tom Kenny, best known as the voice of SpongeBob SquarePants, and Jill Talley, who voices Karen Plankton, on the Nickelodeon series. Their real-life chemistry helps make Tom & Tawny feel like a couple from day one.
