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Furry petrolheads: Toyota introduces unconventional ‘road experts’ in new campaign by Saatchi

Toyota’s busy period of marketing has continued with the launch of a new campaign via Saatchi & Saatchi that features a pair of possums—named Steve-O and Dave-O—discussing the high likelihood of being run over by a Toyota on account of “one in four” vehicles on Kiwi roads having been manufactured by the Japanese car company.           

 

According to a release, the aim of the new campaign, dubbed ‘The Real Road Experts,’ is to “add a little cheeky charm and humour to Toyot’s retail advertising,” and this will now see the two furry buddies appear across the brand’s TV, radio, digital, social, press and in-store executions. 

This isn’t the first time that Saatchi has used an animal protagonist in its campaign for Toyota. In 2013, the creative team at the agency introduced viewers to a masochistic cat that simply couldn’t get enough of the cosy interior of a Toyota. And although the animal didn’t talk in this instance, its determination certainly connected with viewers.     

The new campaign comes at a busy time for Toyota’s marketing team, with the company and Saatchi recently launching a campaign fronted by delightfully greasy Dai Henwood.

 

The car brand also recently launching a global campaign called ‘Feeling the Street‘ that focuses on the talents of street performers. This was however developed by indie Media Blanco rather than Saatchi.  

Credits:

Client: Andrew Davis and Susanne Hardy
ECDs: Corey Chalmers & Guy Roberts
Creative Director: Jordan Sky 
Creative Group Head: Brad Collett
Head of content: Jane Oak
Design: Ross Davies and Rob Flynn
Motion Graphics Designer: Tomas Cottle
General Manager: Paul Wilson
Business Director: Susie Darling
Senior Account Manager: Amanda Brittain
Production Company: Flux
Producer: Sue Chambers
Director: Laban Dickinson
Audio: Liquid Studios
Audio Engineer: Craig Matuschka

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