Car salesmen get a pretty bad rap. All shiny shoes, sparkling teeth and snake oil. And RAV4 owners aren't typically regarded as being too outrageous. But they've been painted in a new light in the new Toyota campaign by Saatchi & Saatchi and Thick as Thieves that aims to celebrate the inherently adventurous spirit in all Kiwis with a good, old-fashioned Goodbye Pork Pie-style road trip.
The new campaign launched on 1 April and tells the story of a Toyota dealer and a prospective customer who take a little detour from the standard test-drive that involves eating huhu grubs, skinny dipping and general OTT merry-making. It's like a tamer, vehicular version of The Hangover.
As the release says: "It’s a tale of fun, daring, brotherhood and of course, a car that’s up for anything."
The television ad
forms part of an integrated campaign, which talks to the potential for
adventure in all of us. The adventure expands to Adshels, national press,
digital banners, point of sale and an ongoing social and direct strategy.
"At the heart of the campaign is this idea that adventure doesn’t have to exclusively reside in tropical jungles or on some icy tundra," says Saatchi & Saatchi creative directors Slade Gill and Brad Collett. "Adventure is about making a tiny change to your daily routine because something awesome might come of it. Okay, and it’s about joyrides."
The last Toyota and Saatchi & Saatchi effort was one of the best campaigns of the year in and caught plenty of attention—some of it unwanted—when Alloroc the self-harming cat laughed in the face of death in an effort to get back into the new Corolla.
Client – Toyota NZ
General Manager Of Marketing – Neeraj Lala
Marketing Manager – Andrew Davis
Marketing – Craig Burton
Agency - Saatchi & Saatchi NZ
ECD – Antonio Navas
Creative Director –
Creative Group Head – Art Director –Brad Collett
Senior Designer – Ross Davies
Head of Content – Jane Oak
Agency Producer – Anna Kennedy
Head of Planning – Murray Streets
Group Account Director – Marcelle Baker
Account Director – Joe Claughton
Account Manager – Hannah Nathan
Media Director – Sally Falconer
Production Company – Thick As Thieves
Director – Leo Woodhead
Exec producer Nik Beachman
Producer – Nikki Smith
DOP – Ginny Loane
Editor – Tim Mauger
Online – Blockhead / Stefan Coory
Audio Post – Franklin Road
to Paradise" (Carr/Gable) published by Mushroom Music
Arrangement and production - Milon Williams for Franklin Rd
Song search and licensing: Jonathan Hughes for Franklin Rd
Sound Engineer – Shane Taipari
Media Agency – Starcom
PR Agency – Wright Communications
Digital Agency – AIM Proximity Wellington