It’s been over a decade since New Zealanders have ventured into the the Toyota Signature Class plant in Thames, but this week Saatchi & Saatchi is catching up with the workers for the next installment of the cars' journey.
The 60-second TVC features plant workers taking centre stage to guide audiences through the numerous checks and processes each car must go through before it can carry the Signature Class badge.
There is also a series of 15-second spots, which introduce some of the workers further and allows them to go into more detail about what they do.
General manager Toyota New Zealand Andrew Davis says the campaign is centered on how important it is to provide high quality and reliable used vehicles for New Zealand motorists.
“The unique difference for Toyota Signature Class is that every car is meticulously cared for by people who have a strong spirit, focus on constant improvement and take a huge amount of pride in their work.”
He says it was important to recognise Toyota is a local brand and it is proud of the work Kiwis do.
Saatchi & Saatchi visited the plant over a decade ago to tell the same story, and executive creative director Corey Chambers says despite the time that's passed, “the story and the spirit are as strong as ever” and some familiar faces remain.
Kevin Denholm is responsible for directing both the new and the old spots.
He also directed ‘Ernie’s Journey’, which follows "Ernie from paint prep" experiencing for himself all the treatments the cars are put through in the plant.
While Toyota has proved its history of turning its staff into the talent for campaigns, it’s a trend not limited to the car brand.
Earlier this year, VTNZ’s staff made their voices heard in a spot similar to Toyotas style, in which they took viewers on a tour of the workshop. But before getting in front of the camera, they first had to go through an audition process.
Last year, Kiwibank also saw its staff dance their way around a branch for an installment of the ‘Independance’.