The New Toyota Yaris: 'Planned for What's Next'
07 OCT 2011
Milan - The New Toyota Yaris is back on the market, confirming itself to be a step ahead compared to other cars in its category.
Its technologically innovative new equipment, combined with the genial attitude that has always been the Yaris heritage, enables its driver to anticipate daily events and find the solutions to handle them.
The New Yaris is the ideal car for those who cannot wait to tackle any ‘next' in their life.
Thanks to its ‘little genius' DNA, the New Yaris is the car that anticipates the future. It is designed for what will come, thanks once again to its technological features that make it able to anticipate the standards of its category in terms of technology, performance and driving pleasure.
The international positioning developed for the new Toyota car is "Planned for what's next", which signs the whole integrated communication project. The TV commercial, which will air in eight European countries, shows the New Yaris elegantly and dynamically moving along roads that have yet to be designed. The desert, where the ad is situated, becomes a vibrant urban setting as the car passes by. An important part of the production was entrusted to visual effects company Psyop in Los Angeles, especially for the time-lapse technique used in the film.
The Italian communication plan provides a teaser phase, with TV commercials and print ads, on air from the 2nd to the 9th October on major TV networks and national newspapers. In addition to that, billboards will be placed in the main rail stations.
During the launch phase, on air from the 9th October, the New Yaris will appear on all major media ATL, BTL, web, POP, and there will be a special contest that gives the chance to win the New Yaris.
The creative idea for the launch commercials and print ads is by Anselmo Tumpic and Sonia Cosentino, and the teaser commercials and print ads are by Riccardo Gianangeli and Edoardo Loster. The Creative Directors are Agostino Toscana and Alessandro Orlandi.
The international TV commercial, shot in Barcelona and Alicante, has been produced by Smuggler London and directed by Psyop, who were also responsible for the intense post-production work.
The TV and radio commercial music is the cover of Bjork's song "It's oh so quiet", sung by Roberta Bonanno.
The music production is by Francesco Vitaloni's SING SING.
The Italian print ad campaign has been shot by Boudewijn Smit.
The web element, including rich banners and an interactive viral video on YouTube, has been developed by the creative team of Leonardo Cotti (copy) and Massimo Guerci (art) and web designers Ilaria Agresta and David Denni, supervised by Manuel Musilli.
Giuseppe Caiazza, Chief Executive Officer of Saatchi & Saatchi and Head of Automotive Business Saatchi & Saatchi EMEA, declared: "I'm very proud that a campaign from Italy will launch such a key product for Toyota in different European Countries. This is just another brilliant confirmation of our international creative skills, and further consolidates the role of Saatchi & Saatchi Italy within our network."