Toyota takes thrilling next step in new campaign for the all-new Toyota C-HR via BWM Dentsu
To launch the all new Toyota C-HR and signal a new direction for Toyota, BWM Dentsu, Sydney, has created ‘Thrill of the Next’, an integrated campaign aimed at cosmopolitan Aussies with a never-ending thirst for the next big thing.
The campaign’s hero commercial – by Exit Films’ LA-based director, Ben Tricklebank – unapologetically shows off the C-HR’s slick design, technology and performance as the car seamlessly moves a young couple from one experience to another.
The high-octane film was made possible thanks to a combination of innovative, live-action camera work and visual effects by Alt Vfx. The film also features an original score by Nylon Studios.
The integrated campaign includes online content exploring the C-HR’s capabilities, as well as OOH, print, digital, social, Virtual Reality and more.
Says Wayne Gabriel, chief marketing officer, Toyota Australia: “In more ways than one, C-HR represents the next. The C-HR is a new direction for the sub compact SUV category and a new direction for Toyota. It will appeal to a whole new generation of Toyota buyers and delivers the style, technology and performance that consumers in this market are looking for.
“This campaign showcases the style and innovation of the vehicle in a way that will really grab our target market’s attention.”
Says Asheen Naidu, executive creative director, BWM Dentsu Sydney: “Thrill of the Next is a creative platform that leads to endless exciting opportunities. This is just the first step towards a bold new future for Toyota as a brand.”
Client: Toyota Australia
Chief Marketing Officer – Wayne Gabriel
Corporate Manager, Brand Management & Communications – Yolande Waldock
Manager, Marketing Communications, National Marketing Division – Hannah Roy
Commercial Communications Manager, National Marketing – Hayley Phillips
Commercial Communications Coordinator, National Marketing – Corinne Nolan
Agency: BWM Dentsu
Chief Creative Officer – Rob Belgiovane
Executive Creative Director – Asheen Naidu
Senior Copywriter – Oskar Westerdal
Senior Art Director – Jerome Gaslain
Planning Director – Karl Bates
CEO Oddfellows – Andrew Black
Client Service Director – Brent Kirby
Senior Account Director – Guy Lovell
Account Manager – Chris Murphy
Head of Onscreen – Margot Fitzpatrick
Production Company: Exit Films
Director – Ben Tricklebank
Producer – Fiona Pakes
DOP – Simon Duggan
Editor – Drew Thompson, Arc Edit
Post Production & Visual Effects: Alt.vfx
Vfx Supervisors – Andreas Wanda/ Colin Renshaw
Senior Producer – Tyrone Estephan
Music and Sound Post Production: Nylon Studios
Executive Producer – Karla Henwood
Music Composer/Arranger – Jesse Watt
Sound Engineer – Stuart Welch
18 Comments
Come on, get stuck into this one. The thrill of the next to nothing.
As a creative who has written thousand of TV scripts over the years, many of them for cars, I just can’t believe anyone set out to write this without loads of restrictions that forced them too. The car wasn’t available to shoot, there wasn’t enough budget, whatever. s far as the post goes- great. As far as the music goes- great. But as far as the script and idea goes – terrible. There is no idea. Can’t believe there wasn’t a much better, more simple ad to launch this car. This certainly won’t be troubling any award juries.
“This certainly won’t be troubling any award juries” – BWM never come close to troubling the award juries.
Saatchis work is lightyears ahead of this rubbish.
Has anyone seen that movie Tron?
Haters gonna hate…watched the ad. Seems like a pretty psychedelic piece of work, a nice change from the boringly similar car ads out there.
Looks really good. Make the car look sexy. No idea, but is this a problem?
I’ve just watched it three times and i have no idea what it tells me about the CHR… I’m guessing that’s not a good thing?
utterly forgettable, like most ads that opt for generic edm are
To top things off, they thought they needed to bring in an international director to make this. Very expensive colour and movement.
Says Asheen Naidu, executive creative director, BWM Dentsu Sydney: “Thrill of the Next is a creative platform that leads to endless exciting opportunities. This is just the first step towards a bold new future for Toyota as a brand.”…I don’t think so…generic rubbish.
Lots of bad vfx.
Hmmm could be just me but the music sounds very much like an Audi ad from a couple of years ago!…. Thoughts?
https://www.youtube.com/watch?v=pUxjCxM_hao
Eeeeek think you’re right Greg_knows, sounds like they’ve ripped off the Audi track unfortunately.
For a country where the industry seemingly dismisses or even despises music video directors it’s amusing how often we reference them or even blatantly rip them off.
I don’t know how many times I’ve seen the car fly through at 1:10 from this video in different car ads now:
https://youtu.be/yB8Ci7X5HUU
Seems very, very similar to the video that Toyota UK did when the C-HR came out or is it just me?
https://www.youtube.com/watch?v=tiogF2WA7C0&nohtml5=False
Toyota’s latest TV advertisements seem to promote vehicles which suggest they have either inferior, or at least very weak, motors. It’s amusing to watch one particular advertisement whereby the family dressed in sportswear that is standing alongside a Toyota vehicle questions whether the car will be able to keep up with them. One asks if there is even a motor in that vehicle, if their question is to be taken literally. Competitors will have no trouble whatsoever in competing against these vehicles which have often been referred to as “whitegoods on wheels” for decades, yet again! Even top Toyota executives in the past have admitted to using this same reference when interviewed by car magazines.
When will Toyota sack their advertising agency responsible for this new round of pointless advertisements? When will Toyota advertise vehicles for what they are – or are they happy to always try to link their vehicles to “family affairs” and never, ever, mention that the vehicles actually have motors…?
Can somebody please tell me the name of this song from Toyota chr ad below
Link is here
https://www.youtube.com/watch?v=q4xkNy7pVLQ