Paris - Toyota has launched a new minivan with a campaign created by Saatchi & Saatchi + Duke in Paris. It places fathers - the family heroes, the men who can get a family out of any situation, who can solve insurmountable problems - at the centre of the campaign.
Being aired across France, Germany, Spain, Finland and Norway, the campaign is mixture of TV, print, outdoor and online. The TV spot illustrates the car's benefits, building the image of the father as the hero. As a true superhero, the father can manage family luggage and oversized toys (7 seats and spacious boot); as a cowboy, he can fill the gas tank in a flash (low fuel consumption); like a knight, he accompanies and protects his children (7 airbags) and at night; like an astronaut, he can navigate his vessel among the stars (panoramic roof and on-board technology).
The print, outdoor and online work communicate the idea in simple words, with children's handwriting and drawing telling how the Verso intensifies the heroic aspect of their fathers.
Stéphane Rydlewski, Campaign Development - Brand Strategy & Advertising for Toyota Motor Europe said: "Together with our agency Saatchi & Saatchi, we have crafted a beautiful campaign, which includes Print, TV and Digital assets, as well as an Interactive story book. Fathers all over Europe are being celebrated as their childrens' heroes in the new Toyota Verso 'My Dad My Hero' campaign. A superb example of how Toyota successfully builds new horizons for its brand in Europe."
Anne Cecile Teuleigne, Executive Creative Director, Saatchi & Saatchi + Duke added: "This campaign is based on a powerful insight: dads are always heroes in their children's eyes. What if a car, an SUV, allowed them, through its features, to be a hero, more than ever before."
In addition, there is also an interactive book for children and adults, available online, tablet and mobile. The book acts as an interactive vehicle between parents and children. Called, ‘My Dad, My Hero', children can have adventures with their parents by personalizing it with their names and photos.
You can see the book here:
http://www.toyota-europe.com/cars/new_cars/verso/minisite/index.tmex
Credits:
Advertiser: Toyota Europe
Client contact: Stephane Rydlewski, Dario Giustini, Luca Neyroz
Toyota France: Gilles Quetel - Henry de Cumont
Agency: Saatchi & Saatchi + Duke
ECD: Anne-Cécile Tauleigne
CD: Jason Romeyko
Art Director: Vincent Berard
Copy Writer: Rafael Genu (CW)
Digital: Actiplay
Director: Simon Willows
Production: Nose
WAM TV Production: Benjamin Besnainou
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