The "Real Deal" campaign (see video below), by Saatchi & Saatchi London, features a CGi character living in a virtual world, in search of "real" experiences. Set to the soundtrack of Edith Piaf’s ‘Non, Je Ne Regrette Rien’, the character finds a GT86 and uses it to escape the virtual city and break into the real world.
A 60-second TV ad launches tomorrow tonight (17 August), while an extended 90-second version will be screened in cinemas and on Toyota’s YouTube page. It will be supported with print activity, while a mobile site has been created by glue Isobar. The campaign will run through to March 2013.
Lisa Fielden, brand and digital marketing manager at Toyota GB, said: "These are exciting times for Toyota. This car marks the start of a new chapter and the communications reflect this, summing up the essence of this car perfectly."
In May, Toyota introduced its new global corporate vision ‘Always a Better Way’ to UK marketing. The "vision" statement reads: "Through our commitment to quality, innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile."
The Japanese manufacturer’s last major UK campaign focused on its Yaris model, targeting younger consumers with ads featuring an animated rapper Gadget and puppet character Slick.