Toyota recruits Supergrass singer Gaz Coombes for TV ad

Toyota: TV ad features former Supergrass singer Gaz Coombes, above, left
Toyota: TV ad features former Supergrass singer Gaz Coombes, above, left

Toyota is launching a TV ad campaign for its Yaris model featuring former Supergrass lead singer Gaz Coombes.

The campaign, by Saatchi & Saatchi, will be set to the tune of the Supergrass’ hit single ‘Pumping On Your Stereo’.

The ad targets young female drivers in their 20s and 30s, with a woman taking revenge on her boyfriend for creating a mess in her Yaris. He spots Coombes, his musical hero, outside a shop and asks his girlfriend to take a picture of them, but she deliberately takes a poor photo.

The TV ad, which includes the tagline "Toyota Yaris: Treat it with Respect", launches on 1 January and will be supported with a digital campaign by glue Isobar.

Lisa Fielden, Toyota brand development manager, said: "This creative is a fantastic way to engage our target audience of women in their 20s and 30s. We are very excited to have been able to recruit Gaz Coombes to star in the ad, which is an amusing and light-hearted take on Yaris drivers’ protective relationship with their cars."

Speaking exclusively to Marketing, Coombes said he was approached to star in the ad by directors Nick Goffey and Dominic Hawley, who directed a number of Supergrass videos in the 90s.

Coombes, who drives a Toyota Prius, said: "I’ve had a couple of Toyotas over the years, and I drive a Toyota Prius now. I got an email through, a vague synopsis of what would happen, and I liked the sound of the idea."

"We’ve been very picky over the years when it comes to appearing in ads, because first and foremost we were a band, but this one is a bit different. With the band, humour has always been a strong part of what we do, we’ve not taken ourselves too seriously, so that helps as well."

Supergrass, whose hits include ‘Alright’, ‘Sun Hits The Sky’ and ‘Richard III’, split up earlier this year, and Coombes plans to launch a solo record in 2011. Read Coombes’ thoughts on Christmas number one and ‘The X Factor’ in this week’s Brand Health Check.

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