New advert builds on award-winning campaign with a bold, colour-rich take on the car rental experience.
Following the success of their award-winning brand campaign Open the Door to Extraordinary, car sharing marketplace Turo has once again partnered with creative studio SixTwentySix for a bold new marketing initiative, this time with a direct-response focus.
Written by Turo Creative Directors Ericka Ames and Megan Natt, and directed by Nolan Goff, the new campaign, Technicolor Dreams, reimagines the mundane traditional car rental experience as a cinematic journey filled with colour, freedom, and possibility.
While the previous campaign focused on playful world-building to challenge car rental conventions, Technicolor Dreams builds on that imaginative spirit with a performance-driven approach aimed at immediate engagement. Rather than spotlighting the vehicles themselves, the campaign highlights the freedom and ease that comes with booking on Turo, encouraging travellers to “skip the rental counter” and get on their way.
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Set in a dull, grayscale world that mirrors the outdated norms of traditional travel, the spot follows a hero family who has booked their vehicle in advance through Turo. As they bypass the chaos of the all too-familiar airport rental line, vibrant color begins to follow them, infusing their journey with technicolor possibility. Director Goff brings this transformation to life through dynamic camera work and subtle VFX, visually capturing the relief and empowerment that come from traveling on your own terms with Turo.
“What I loved about this project was the chance to take something as universally frustrating as a rental car line and reimagine it as a launchpad for technicolor travel,” said director Goff. “Turo doesn’t just change the car you drive, it changes the entire experience.”
Unlike the previous campaign, this one launched in phases. Out-of-home creative launched first, allowing SixTwentySix and Turo to gather insights and iterate before finalising the TV and digital film. Using Zappi’s creative testing tool, the team conducted concept testing, storyboard testing, and even hero vehicle testing to develop a performance-optimised spot informed directly by insightful audience feedback. This data-led process sharpened the campaign’s narrative and ensured a seamless blend of story and strategy.
Running across linear, OTT, and digital platforms, Technicolor Dreams pairs visually striking storytelling with clear, direct messaging delivering a campaign that’s both emotionally resonant and built to drive action. It’s a celebration of modern travel and a powerful case for choosing Turo.
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