Toyota enlists Kanye West and Madonna directors for pop-video-themed all new Toyota Yaris ad campaign
15 AUG 2011
State-of-the-art ad takes Toyota Yaris brand in fresh direction
Toyota is launching a series of pop-video-inspired ads to back its campaign for the next-generation Yaris.
The campaign is intended to give the Yaris a dynamic and smart new image that will challenge consumer perceptions and reach out to a fresh audience of 20- to 30-year-olds
The TV ad, which has been created by Saatchi & Saatchi around the theme ‘Outsmart life in a Yaris’, fuses music video with animation to create a series of radical new-look, pop-video-style ads for the brand. The slots have been written and art directed by Rob Potts and Andy Jex from Saatchi & Saatchi and directed by Jonas and Francois, the duo behind the famed Madonna & Justin Timberlake ‘4 Minutes’ film.
Each execution creates a humorous story around a key Yaris attribute; its driving agility, its intuitive touch-screen multimedia system, and its rear-view camera. Each ad includes a song produced exclusively for the ad titled ‘But, Can You Do This?’.
The first in the series of three 40-second TV ads will break on 13th August. It features a Yaris driver facing a familiar city driving irritant – the last tiny parking space. Unfortunately, a 4x4 monster truck has the same idea and a Mexican standoff ensues.
Animated street dancers then join the car park scene, rapping the ‘But, Can You Do This?’ urban tune, as the Yaris driver demonstrates one of its smart standard features –the rear-view camera that allows it to effortlessly manoeuvre into the parking space. A parking feat the monster truck could only dream of.
Further creative executions will follow throughout August and September, the first humouring a ‘Gadget Guy’ by emphasizing the superior, streamlined technology and interior design of the Yaris. The third will highlighting the state-of-the-art ‘Toyota Touch & Go’ multimedia system, which gives drivers access to the infinite knowledge and sociability of the web.
Toyota enlisted music film visionaries Jonas and Francois, whose previous projects include pop videos for Madonna, Kanye West and Justin Timberlake, to direct the ad.
The TV ads are part of an integrated campaign for the all new Yaris, developed by Saatchi & Saatchi. The campaign also includes digital work by glue Isobar, set to break in September, as well as direct activity.
Last month, Toyota was named the greenest global brand in a major study by Interbrand that spans the 10 biggest consumer markets.
Lisa Fielden, Brand and Digital Marketing Manager, Toyota said: ‘The pop-video style ads are a fantastic way to engage our target audience with the smart features of the Yaris, which genuinely help Yaris drivers outsmart daily driving challenges. The light-hearted and dynamic approach is designed to reach out to a fresh audience for the Yaris, showcasing the pioneering, clever and creative features of the Yaris in a dynamic new light.’
Paul Silburn, Creative Partner, Saatchi & Saatchi, said: ‘The next generation Yaris is a smart and fun car with some real street cred for like minded drivers. Our creative approach and Jonas and Francois’ direction mirrors these qualities.
Notes to editors
Toyota Yaris – key features
Driving Agility The next generation Yaris has the tightest turning circle in its class as well as sure-footed road handling at higher speeds.
Intuitive Toyota Touch & Go allows passengers to Google search for the nearest restaurant, find the nearest empty parking space, find the cheapest fuel and find weather forecasts, while the advanced Bluetooth connectivity for phones, allows you to to pull your contacts and texts onto the screen.
Reversing Camera allows drivers to squeeze into the tightest of parking slots.
About Saatchi & Saatchi (SSF Group)
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands, creating powerful and profitable relationships by improving the quality and quantity of conversations that take place about these brands. Saatchi & Saatchi's clients include T-Mobile, Visa, Guinness, Carlsberg, Lurpak, Wall's and Head & Shoulders.
The Saatchi & Saatchi network has 140 offices in 80 countries and 6,500 employees. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
About glue Isobar
glue Isobar is a new breed of modern creative agency, as at home in digital as in traditional media. With eleven years experience in digital, we marry the best traditional agency skills with the most innovative digital talent, to create smart, provocative and irresistible creative work. Our team of 140 talented individuals is hard at work across an enviable client list including Toyota, RBS, and Kellogg.
glue Isobar are part of the global Isobar agency network, comprising of 2,000 people in over 30 countries. Together they aim to bring people and brands together, like never before.
