Toyota’s Border Security: Nothing soft gets in
September 26 2009, 4:54 am | | 46 Comments
A two minute TVC from Saatchi & Saatchi Australia for Toyota Australia’s rural & workhorse 4WD range. Nothing soft gets in. The spot will air during today’s AFL Grand Final.
Agency: Saatchi & Saatchi Australia
Executive Creative Director: Steve Back
Creative Director: Dave Bowman
Copywriter: Steve Jackson
Art Director: Vince Lagana
Agency Producer: Kate Whitfield
Director: Tim Bullock
Producer: Julianne Shelton
Executive Producer: Jonathan Samway
DoP: Geoff Hall
Editor: Adam Wills
Production Company: Prodigy Films
Sound: Nylon
Post: FSM
Account Manager: Amy Turnbull
46 Comments
Good stuff Backy and Dave! Can’t wait to see it on the big screen during the grand final.
Ha, ha! love it. It’s late on Friday night in London and for some reason watching this ad makes me homesick. But if I ever come back home I hope they let me back in as I could definitely be considered a metrosexual these days.
Like it. Well done.
Very good. Very funny. On ya!
The hits just keep on coming.
Vince & Steve you guys rock. Bloody awesome. Can’t stop watching it.
bx
WOW.
MASSIVE AD.
MASSIVE EFFORT.
MASSIVE IDEA.
By far the best ad of the year. Hilarious stuff.
Well done all involved.
-DN
Long but lovely. Nice one.
I agree, the best ad of the year. The long format strategy, like the recent VB work, will really get get noticed by audiences and the media alike. Talkability these days does count for something…
Nice work Tim. Great ad.
I like it. I really do but my pick for ad of the year is the new pure blonde ad. Original. And has managed to break the dreadded follow up curse. Not piss take parody. But as far as piss take parrody, this ad is damn funny. Well done Steve. Well done Vince.
I have to admit, some of the humor out of Saatchis is a bit hit & miss.
However, this is a massive HIT!!!!
Ad people will like it and most importantly real people will like it.
A true populist ad.
A big well done to the creative team and co.
And a big well done to Toyota.
J.
Finally an awesome ad for this category.
oh what a feeling.
I almost agree with you 7:53am,
Ad of the year so far is between the Pure Blonde ad and this Toyota Country Border Security ad.
On a pure entertainment level I’d say Toyota Border Security wins.
I can watch it over and over again. Its a Gem. So many funny parts!
Pure Blonde is great but I only need to see it once or twice.
I’d like both on my reel!
Love it. And every ‘punter’ I’ve sent the youtube link to loves it too.
You’re all fucked…
Ad of the year is Portugasm, hands down, followed by Hey Hey this is Queensland.
Best ad of the year for sure. I like the long format. Clever and really entertaining.
Brilliant. And not a sodding, twitter feeding, treasure hunting, iphone augmented reality facebook app in sight.
This is what it’s all about kids.
Lots of funny moments.
From the people who also bring you the Prius, Rav4 and Yaris.
Lots of energy, lots of laughs. Just brilliant!!
It doesn’t even feel like an ad. More like a real border security program. Awesome.
Watch the high res and freeze frame the shot of the customs guy holding the dog…. very funny sign!!!
http://www.youtube.com/watch?v=qjKNLdo7Kng
Look, this is a nice spot with lots to enjoy, and it definitely stands up to repeat viewing. But can we please have a break from ads that take the piss out of blokes who aren’t really blokes because they groom?
Love it. Congrats Steve J and Vinnie!!
That is a very good point George. Who do we listen to – the beer companies, car companies or baked bean companies telling us to lift our legs when we fart and stop shaving our backs or the girls we meet in Paddington?
If a man wants to see his nugent every now and then he should be allowed to shave.
Oh what a feeling!
Nice tagline.
Nice ad boys.
8:56 pm, I actually feel sorry for you. Honestly. Yes this is a good TV spot, and no I’m not going to start a old school/new school discussion, but you do sound like a old woman refuting the use of a VCR because she personally couldn’t be fucked to learn how it works. Her 10 year old son loved it though. Recorded his programs, watched them time and time again and found it actually really useful.
Mum on the other hand stuck with what she knew and stayed there. She struggles with many things, foxtel IQ, GPS navigation techniques, the internet in general, (though she has got the hang of phone banking).
Meanwhile our 10 year old is now 35, earns over $100k and you don’t want to even speak his language.
Will kick ass TVC’s still exist, almost certainly, but your adversity to evolution is concerning.
You may well be the CD of a multinational agency right now, but with that attitude, I give your career 10 years.
Starting sentences with “in my day…” possibly should be “tomorrow I think…”
I think this will work really well into twitter etc with the right integrated creatives working on it.
Loads of ways this could go 360.
2.34pm, so do you know any integrated creatives that actually do any work?
All of you creatives insecure about the medium(s) you work in should chill the fuck out. A good idea is a good idea. This strategy could have been nothing more than a print ad. Indeed, it has been. Here, it’s a great two-minute TV spot. TV will never be irrelevant in the right hands. Equally, to deny that technology has affected the production and consumption of media and what is actually possible is dumb.
Do great work. Do it in any and every medium you can and as I said at the start, chill the fuck out.
If this script had been written for a car brand like Mitsubishi for instance, the commercial would have ended up 30 seconds long and talked about all the features the dealers want to hear about, like ‘folding rear seats’. Well done Toyota for being so brave. And well done creatives and agency for writing and getting a great ad up.
Subaru, Mitsubishi, Ford, Holden etc should all take note. This is how it should be done.
4:32 you have summed it up perfectly. Those who work on car brands should send this link through to their clients. This is a bloody good piece of content.
This should be sent to all clients not just car clients!!!!
Love it.
Top work. Well done!
What a funny and refreshing ad. While I don’t work in the industry, as a consumer it’s great to see some Aussie humour creep back into a bland tvc landscape (other than the beer ads). Reckon Paul Goodman – comment 6:19 pm raises a valid point.
Bloody brilliant. Love everything about it. Ad of the year for sure.
2:34pm – “loads of ways this could go 360” … fuck me, have you just arrived from 2001?
Just a mainstream creative pointing out with an open mind this idea is pretty big. Anyone need a hug?
3:31 – My personal motivation for success business coach told me I should be more sycophantic, but now I’ve met you all is well.
Hold on,
I’m sure the guys at Saatchis have bigger integrated plan with the idea. So don’t get a head of yourselves.
And 8:18pm …. fuck me, are you really still using the term “360”? Surely its you who has just arrived from 2001.
Well done all involved.
Mr.
Mark Woodford, stick to tennis. This is an ad, not content.
Very very good. Love it.
“Is it sparkling?”… best line in the spot, very funny.
Would love it even more if Toyota took the next step and stopped selling soft-roaders themselves. But hey, can’t have everything.
Nice ad, could have been even better if the client didn’t insist on fucking all of their ideas up with that atrocious ‘oh, what a feeling’ nonsense’ at the end.
These border security guards are supposed to be tough, preventing all of the softness from getting into the country.
And then three of them do that gay leap into the air?
It totally undermines the whole message.
LOVE the “…and beautiful” touch.
Bet you anything that was Bowman’s flash of juice. He was at the shoot sitting at the split chewing on a jelly snake – and then he gets up and runs up to the director after take 5 and says “hey, this is awesome…but do you think after he says “makes you smell nice”…we could pause and then say “and beautiful'”
I love you Dave Bowman. That was you wasn’t it bitch?
“well could you at least take it off your neck?”
Lesson for people: Comedy can be understated, you don’t need the set up to get the gag.
Not one negative comment.
That’s got to be a record.
The take out for me is that 4wd are for redneck throwbacks – so it’s bang on I guess.