Supergrass Gaz to star in Toyota Yaris ad

16 DEC 2010

Toyota is adopting a fresh approach with the launch of its latest TV advertising campaign for the Toyota Yaris.

Created by Saatchi & Saatchi, the ad campaign will break on 1st January. It features a cameo from Supergrass' Gaz Coombes, and will be set to iconic Supergrass track ‘Pumping on the Stereo'.

The humorous ad is aimed at women in their 20s and 30s and plays on the theme of treating the Yaris with respect, based on insight that Yaris owners are particularly protective of their cars.

It opens with a young couple window-shopping. The boyfriend is playing with his camera phone and suddenly spots his musical hero Supergrass' Gaz Coombes standing 20 ft down the street.

Star struck, he begs his girlfriend to take a photo of him on his phone.

His girlfriend takes the photo, but when he inspects it, he realizes that she missed the moment entirely.

The unsuspecting boyfriend is unaware that she is exacting revenge for an incident that took place two days previously. The ad then cuts to two days before, when he dropped toast crumbs and smeared buttery fingerprints all over her precious Yaris.

The revenge plot is revealed and the ad ends with the tagline ‘Toyota Yaris: Treat it with Respect'.

The TV ad campaign will be supported by a press advertising campaign as well as a digital campaign through glue Isobar that will launch in the New Year.

Paul Silburn, Creative Partner, Saatchi & Saatchi, said: ‘This was a really fun brief to work on and inspired directly by insight about the huge amount of love Yaris drivers have for their cars.'
 
Lisa Fielden, Brand Development Manager, Toyota said: ‘This creative is a fantastic way to engage our target audience of women in their 20s and 30s. We are very excited to have been able to recruit Gaz Coombes to star in the ad, which is an amusing and light-hearted take on Yaris drivers' protective relationship with their cars'