Milan - Saatchi & Saatchi Italy has developed the communication campaign for the European launch of the New Toyota Auris Hybrid.
For the Italian agency this is an important reaffirmation, as the agency had already created the European launch campaign for the new Yaris for Toyota Motor Europe.
The New Toyota Auris Hybrid is a real innovation. Until now, those looking for a car were forced to choose either diesel or gasoline. Just when everyone is resigned to only have that choice, Toyota gives everyone an alternative with the new Toyota Auris Hybrid. With the motorised Full-Hybrid, everything changes.
Today we are free to choose the lowest consumption and emission levels in this class and we are even able to breathe cleaner air. This radical change is the basis of the brand positioning "Auris. The alternative.", which has been transcreated into different pay-offs depending on the country.
In the commercial, we see a crowd in a town square listening to their mayor impose new laws which enforce them to only use one phone, listen to one song and drive one car for the rest of their lives. A young man stands up against the technology of the past and the status quo: he will only drive the New Toyota Auris Hybrid.
In addition to Italy, the launch campaign (which includes different TV edits, a press campaign and banners) is planned to air, with different media plans, in various countries within EMEA.
Giuseppe Caiazza, CEO Saatchi & Saatchi Italy and Head of Automotive Business for Europe, commented: "Once again, Italy contributes significantly to the development of the Toyota brand in Europe with a campaign created and produced in Italy and then developed together with the Saatchi & Saatchi EMEA Team. A beautiful example of how the Italian creativity is recognised and appreciated more than ever around the world."
The concept and the commercial were developed by Luca Lorenzini (Copywriter) and Luca Pannese (Art Director), who were also the Creative Directors on this project, together with Jason Romeyko (Executive Creative Director) and Agostino Toscana (Executive Creative Director). Head of TV: Raffaella Scarpetti. Producer: Erica Lora Lamia and Sabrina Sanfratello. Art buyer: Rossana Coruzzi.
The TV ad was shot in Barcelona by Akita production Company. Director: Xavier Mairesse. DOP: Glynn Speeckaert.
Photographer for the print campaign: Olaf Hauschulz, Ag. Ilary Bradford + Associates.
The "Macarena" music cover is made by Sing Sing.
Client : Toyota Motor Europe : Luca Neyroz, Dario Giustini, Ozgur Caglayan.
See the film at: http://www.youtube.com/watch?v=J0b6WbbYc8I
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