Toyota: ad for the GT86 model offers thrills aplenty and is beautifully paced
By Steve Hastings, planning partner, Isobel, marketingmagazine.co.uk, Tuesday, 18 September 2012 11:41AM
Back in the age when I could still remember the taste of semolina - we're talking the 80's - we were young, foolhardy and had the world in front of us. All we had to do was to carry on being our brilliant selves and we would be rich and famous.
Then bang, we were bought by another agency and all lost our jobs. Mired in gloom, the creative director and I talked about what to do. I went freelance. He said, ‘I’m going to Hollywood to do film’. Well, he was certainly talented, original, sharp and determined but Hollywood seemed the place for the Gods, not anyone I knew. I wished him luck. A few years later there he is, on my TV, sitting in the front row of the Oscars not just as a guest but nominated as the best writer, for ‘The Truman Show’. His name – Andrew Niccol.
Which brings me to this lovely ad. A ‘Truman Show’ in 60 seconds, we see our hero the everyman city worker locked in a dull world where machines do most for us, a numbed-down world devoid of any real feeling, beautifully animated and paced, with the feel of an epic about it. It should be seen at the cinema. Our man steals over to the wrong side of the tracks and finds the car which he proceeds to drive in a law-breaking manner, triggering the authorities to chase him down, and that big music track for addicts everywhere, Piaf singing ‘Je ne regret rein’. Because it’s a make-believe place, the driver can show us some awesome wheel-spinning slides and drifts before breaking out of the carapace of this dull world into our real world. We then see the car for real, and fine it looks too.
Petrol heads will know the GT 86 lives up to this hype. Which is why the ad should be praised even more. It could have started with the car, and myriad car-nut details such as low hip points or rear-wheel drive configurations. But it didn’t, it starts with the man. It taps a real human emotion (life can be dull in this vanilla world) and only then comes to the car as the answer. And the car delivers thrills and emotion aplenty. I’m sure the engineers prodded marketing to talk car language in the ads but all that stuff can be found on the site. So it works. In my book, it’s always better when the ads are about me as much as about the product.
The Toyota brand has been missing for a while. Don’t they do Pick-ups? And massive four-wheelers? The endline, ‘Always a better way’, is an unhelpful woeful monument to wishful thinking and car-testosterone which reminds me of a feminine personal care brand. Now at last they have registered in a few million of my brain cells and a new story is emerging.
Brand strategy verdict: 9 out of 10
The best way to lift the Toyota brand is with a single brilliant car, as with VW and the Golf Gti. Let the other cars in the range feed off the GT86 and the cool ad.
This article was first published on marketingmagazine.co.uk
- Toyota swaps T4 sponsorship for Vevo ad deal
- Toyota forced into 7m car recall over faulty windows
- Ford launches 'stunt' campaign to mark B-Max launch
- Toyota 'real deal' by Saatchi & Saatchi
- Toyota looks to revive sports car positioning with GT86 ad
- Toyota launches digital teaser campaign for its latest sports car
- Toyota brings 'Always a Better Way' global positioning to UK
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Senior Account Director - Advertising Spectrum 360 Recruitment £55k - £60k, London, Soho
- Project Manager Direct Recruitment £35,000, Central London
- Senior PPC Account Manager (In-house) Step Ahead Recruitment £30-£40K, Staines, Middlesex
- Marketing Communications Assistant Michael Page Digital GBP11 per hour, St.Albans
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- ITV and Channel 4 insist they will beat declining ad market
- Heinz brings back invisible bottle of tomato ketchup
- EE adds Dare to agency roster to develop digital
Twitter gives brands lead generation with new cards
It is a significant move that brings the ability for Twitter users to easily leave their contact details within expanded tweets, called the Lead Generation Card, to express interest in what a brand is offering.