Toyota RAV4 goes on Goodbye Pork Pie adventure

  • Advertising
  • April 5, 2013
  • StopPress Team
Toyota RAV4 goes on Goodbye Pork Pie adventure

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. 

CREDITS:

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 – Slade Gill
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

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

Soundtrack -“Run 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

Partners

Media Agency – Starcom

PR Agency – Wright Communications

Digital Agency – AIM Proximity Wellington

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