Paris - A new TV spot takes us backstage at the
Toyota factory in Valenciennes, France and shows a production line in action. The natural sound of the machinery and employees
at work slowly build throughout the film to build an unusual version of the
French national anthem, The Marseillaise.
Toyota France employs 4000 people with a
daily production of 1000 vehicles and the factory in Valenciennes is a true
pillar of the industrial community. To
celebrate these French roots, Toyota has launched a special edition of the
Yaris model; Toyota Yaris France. This new campaign launches the new model of
During the 3 days of the shoot, the
production team had to blend into the background in order not to bother the
employees and more importantly, never to interrupt the production line! There are no actors in the film and all the
footage was captured during the manufacturing of the new Toyota Yaris France.
“I have never seen so many people caress a
car!” said the director, Wilfrid Brimo, amused by the numerous quality control
steps operated through the production line.
The campaign, ‘Made in France’ rolled out on TV, radio and digital from March 1st. There is also an opportunity to win a weekend in prestigious French chateaux by visiting the Toyota Facebook page. The visitor is invited to play a game attempting to reproduce the melody of the Marseillaise by clicking on a blue, white and red Yaris.