Toyota looks to revive sports car positioning with GT86 ad

Toyota: ad campaign for GT86 model
Toyota: ad campaign for GT86 model

Toyota is looking to remind car-buyers of its sports car heritage with a multimillion-pound ad campaign promoting its new GT86 model.

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.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands