This nostalgic film directed by Bacon's Koen Mortier has a moody, cinematic quality, and, combined with images of different generations and nationalities across Europe enjoying their Toyota, is a subtle metaphor for the brand’s quality, durability and reliability.
Toyotas are so reliable that it’s only natural for their owner to take them for granted and 80% of the people in the film are real Toyota owners with their cars, sourced from Toyota clubs around Europe.
Jason Mendes, Executive Creative Director for Saatchi & Saatchi in the Nordics said: “Every car company offers a 3-5 year warranty but it’s the cars that are 5 plus years old that give reason to believe you can take them for granted. And the older the better. I think it takes a very brave client to get that - the fact that we weren’t going to do a typical car ad and we wouldn’t see shiny metal throughout the film.”
Car commercials predominately show cars from the outside but not in this commercial. Mendes says, “Koen said in our very first meeting that 95 percent of our relationship with a car is from the inside, not the outside, and that he wanted to shoot everything from inside the car. We thought that was very insightful, however I know he later regretted it as he was curled up on the floor, squashed into a range of cars, along with the DOP and sound engineer, for 5 days straight”.