Toyota launches the New GR86 via Saatchi & Saatchi and Publicis Communications Australia
To introduce the all new GR86, Toyota Australia has teamed up with Saatchi & Saatchi Australia and Publicis Communications Australia to launch a new integrated campaign.
To demonstrate how the GR86 is brilliantly out of its league and designed to excite, the campaign showcases the performance of the all-new GR86 with the help of Harry Bates, Australian Rally Champion and Linh Dang, Drift Specialist.
It also reveals how the GR86 thrives on contradictions: it’s a performance car that’s also fun to drive at low speeds and it’s affordable while also looking great.
The campaign is set to roll out across key channels including broadcast, digital and in-store.
Says Vin Naidoo, chief marketing officer, Toyota Australia: “Since the Toyota 86 launched in 2012, it’s held a special place in the hearts of performance car enthusiasts, not only in Australia but across the globe. The all-new GR86 builds on this heritage with wholesale improvements that take its motorsport roots to new levels, making it more than worthy of a TOYOTA GAZOO Racing badge. We can’t wait for owners to experience the thrill and excitement of the GR86.”
Says Simon Bagnasco, head of creativity, Saatchi & Saatchi Australia: “We knew the GR86 was going to be a great vehicle. We didn’t realise how great until we saw Harry Bates behind the wheel.”
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Passenger & Aftersales: Taruna Aguru
Senior Communications Specialist: Ben Casagrande
Communications Coordinator: Grace Cheah
Creative Agencies: Saatchi & Saatchi and Publicis Communications
Head of Creativity: Simon Bagnasco
Executive Creative Director: Simon Brock
Creative Director: Lee Sunter & Thomas McMullan
Art Director: Simon O’Neil
Copywriter: Phoebe Joiner
Executive Producer & Head of TV + Content: Michael Demosthenous
Senior Integrated Producer: Holly De Roy
Creative: Jaewoo Park
Chief Client Officer: Ben Court
Snr. Business Director: Zoe Kypros
Snr. Business Manager: Lauren Sotelo
Business Manager: Elina Nassif
Media: Spark Foundry
Production Company: MOFA Productions
Executive Producer: Llew Griffiths
Director: Maddy King
Producer: Jane Smith
Director of Photography: Dan Ardilley
Post Production: ARC EDIT
Audio Post Production: Bang Bang Studios
16 Comments
I would never have been allowed to show aggressive driving, particularly drifting, in a Toyota commercial when I worked on the account back in the fifteenth century. The line is good.
I accept the spot is an accurate response to the brief but…. does anyone else think this promotes the very behavior we’re all trying to stop?
To me it’s like doing an ad for alcohol and glorifying how much fun you can have by drinking the entire bottle and getting completely pissed.
Wow what a great piece of directing . Refreshing to see a car ad full of action .
Just plain boring. There’s no excitement to this spot and the delivery from our drivers just feels like it’s being read from the script.
Nah!
boring.
Oh dear. Thats a no from me. Looks like a student film. Rubbish performances too.
I meant seriously, it’s a cracking line. But that acting really hits the handbrake on this spot.
They are not actors, but professional drivers.
Public won’t remember the line if they don’t remember the film.
Those performances are bad. I know they are stunt drivers but isn’t it a directors job to solve that?
That’s no excuse. They have been asked to read a script. And they’ve read it badly. They comes across extremely insincere. If you’re going to use real drivers, write a script that plays to their strengths.
A car for adult p-platers.
What’s drifting more… the car or the viewer’s mind with this ‘creative’ execution. zzzzz
Say something lame then cut away to something showing and sounding the opposite. Wouldn’t go on my reel.
…in that very over-lit room. That is the weirdest set I’ve seen in a long time.