Anyone remember the glory years of car advertising, when every agency in town wanted that ‘dream account’ which would not only pay mega money but enable creative teams to go on expensive location shoots in far flung places, wax lyrical about the record 0-70mph performance, pour forth on the luxury experience, never mind the glitz and the glamour?
Guess you’re older than you look then; those times are long gone. These days, we appear to have tedious, generic advertising showing similar themes and imagery to appeal to multiple markets. In fact, there are very few that do not contain the screen text stating: “Model shown is not available in the UK market.”
However, one automotive company which is aiming to break the mould is Toyota GB, which has launched its first campaign through newly appointed agency The Corner.
Tasked to deliver an impactful and durable sale platform with the flexibility to support future events, the Toyotathon launched late last week across TV (linear + VOD), leaning into a uniquely British sense of humour, celebrating the nation’s love for a bargain
The film will be backed by radio, digital and social, and follows teaser activity across the London and Manchester marathons.
Opening with a man in a barber’s shop, who suddenly jumps up and joins an ever-growing crowd rushing “somewhere”, the soundtrack of Hooligang by Joey Valence & Brae kicks in as Brits spontaneously abandoned their daily lives – from getting beauty treatments to having an alfresco lunch.
More and more people join the crowd, which grows and grows as it snakes through a housing estate, a park, a high street and a fruit and veg market, as the “running and running and running” lyrics play out. The crowd finally descends on a Toyota dealership and battle to grab a bargain motor and the final shot sees as one of protagonists drive off in her brand-new Toyota.
Toyota GB general manager of brand communications Emma Lane said: “We wanted to create something that was distinctly Toyota and something that would resonate with a UK audience. The Corner has done an incredible job delivering against our brief.”
The Corner chief creative officer Tom Ewart added: “Something a bit different for a car ad: people running. We wanted to celebrate the British obsession with nabbing a great bargain, and get some pushing and shoving in there too. Oh, and a woman dressed as a banana. But hurry, sale event ends May 31!”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, it certainly is different; being like a cross between 28 Days Later (without the zombies) and The Running of the Bulls in Pamplona, Spain (withouth the bulls) with a manic sound track thrown in for good measure.
We quite like it; whether it is a bit too manic for the British consumer remains to be seen, but it certainly beats the “tedious, generic advertising showing similar themes and imagery to appeal to multiple markets”. And long may it contiune…
Decision Marketing Adometer: A “running and running and running” 9 out of 10
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