When Orcon launched its new cat-centric campaign recently, we mentioned the fact that Wired had delved into what it called the online cat-industrial complex, ad agency John St had spoofed the feline fascination brilliantly with the world's first cat advertising agency, and a recent cat video film festival in the US drew 10,000 people (it was won by Henri 2: paw de deux). So it's fair to say the cat is a powerful force in these digital times. And Toyota and Saatchi & Saatchi have enlisted the services of a self-harming feline called Alloroc (geddit?) who'll stop at nothing to get into the new 2013 Corolla as part of the 'Feels Good Inside' campaign.
According to the website:
Some people know a good thing when they see it. So it goes for our furry friend Alloroc. An everyday trip to the vet led to Alloroc falling immediately in love with the Corolla's premium interior. This chance encounter held long-lasting consequences for our four-legged connoisseur of the finer things in life. Like many Corolla drivers, Alloroc's refusal to be separated from his Corolla meant he went on to enjoy many many feel good moments.
It's already apparent from the Facebook comments that the black comedy on display has been polarising, something succinctly summed up by the exchange below.
- This advert is sick and cheap, and I feel ashamed to be a Toyota owner. I also don't think it is appropriate to show this on TV when young children are still up. Shame on you.
- Oh Lighten up .. My kids loved it.
It seems apparent some New Zealanders are unaware of that new advertising technique called hyperbole (no word on whether there were any complaints about talking monkeys for the recent Hilux ad), but it probably pays to remember that Toyota and Saatchi & Saatchi's Bugger ad, which also features a couple of animal mishaps, attracted 120 complaints to the ASA and is now held up as a Kiwi classic.
Continuing the campaign's theme, there's plenty more for the ailurophiles (yes, that's right, ailurophiles) on the website, with a cat cam, cat wallpapers and even car window stickers.
UPDATE: Here's the official release
Toyota New Zealand and Saatchi & Saatchi New Zealand have launched the all-new 2013 Toyota Corolla with a romantic story between a love-struck cat and a feel-good car.
The campaign launched exclusively online to the Toyota Facebook community and then aired during Toyota’s partnership with “New Zealand’s Got Talent” on TV ONE on Sunday night.
Saatchi & Saatchi Creative Directors Corey Chalmers and Guy Roberts wrote and developed the idea. Chalmers says, “anyone who’s taken a cat in a car ride knows how much they hate it, so we thought what lengths would a cat go to for a ride if they loved it? We hope that everyone enjoys this little hyperbolic story and it gives New Zealanders a sense of the great feeling you get in the all new Corolla.”
The campaign is rolling out across multiple TV spots, Facebook, YouTube, Print, Outdoor, and Point of Sale over the next 6 months.
Client – Toyota NZ
General Manager Of Marketing – Neeraj Lala
Marketing Manager – Andrew Davis
New Vehicles Marketing Team Leader – Michael Shepherd
Agency - Saatchi & Saatchi NZ
ECD – Antonio Navas
CDs/Creatives – Corey Chalmers & Guy Roberts
Co-creatives – Sarah Litwin-Schmid & Emily Drake
Head of Content – Jane Oak
Head of Planning – Murray Streets
GAD – Mark Cochrane
AD – Emma Guadagni
Media Director – Sally Falconer
Production Company – GoodOil
Director – Hamish Rothwell
Producer – Sam Long
DOP – Crichton Bone
Editor – Peter Sciberras
Online – Blockhead – Nigel Mortimer
Audio Post – Liquid Studios
Music Composition - Elliott Wheeler
Music Production - Turning Studios
Audio Post Production - Liquid
Sound Engineer - Craig Matuschka
Animal Trainer – Caroline Girdlestone
Media Agency – Starcom
PR Agency – Wright CommunicationsDigital Agency – Aim Proximity Wellington