Filmed entirely on location in Monaco, the work tells the story of two brothers whose competitive spirit culminates in a once-in-a-lifetime opportunity to race each other at the famed Circuit de Monaco. Over the course of the twists and turns of their friendly competition, the brothers find that their love for one another outpaces their competitiveness.
The full-length 90-second commercial launched last week on YouTube and other digital outlets. 30 and 15-second versions of the work are running on network properties, along with 6-second YouTube bumper ads.
“Camry is the flagship of Toyota that represents the soul of the brand,” said Conill Executive Creative Director Diego Yurkievich. “The vehicle exudes style and is fun to drive, making it a catalyst for unique experiences. Consumers have a very special relationship with Camry – a true love for the brand and car. We had to deliver on those deep feelings authentically and felt that it was best expressed through a real relationship that transcends words and language. An emotional connection in the purest sense.”
Directed by Armando Bo, the 2014 Oscar-winning screenwriter of Birdman, the 90-second version of “Monaco” captures the emotional bond between the brothers in stunning visual fashion. The production of took place during a logistically challenging four-day shoot that required multiple cameras, a Russian arm and aerial drones.
“We really wanted to picture Monaco in a glamorous way, avoiding stereotypes and clichés about this wonderful city,” said Bo. “We were looking for Monaco´s real backstory and the important people who were there. Not the Casino and the glitz. We wanted to know how a regular guy would feel if he had a chance to drive his car in the Circuit De Monaco. But most of all, we wanted you to care about these guys and their big dream.
An originally scored soundtrack perfectly complements the work and tells the narrative through classic swing jazz reminiscent of the great popular crooners of the mid-twentieth century. Produced by Personal Music in Miami, the music was recorded by Grammy winning musicians and composers Alexis Estiz and Alberto Slezynger.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
