Toyota Presents 'The Station Wagon'

Saatchi & Saatchi Italy creates ad campaign for the European launch of the New Toyota Auris Hybrid Touring Sports.

Milan - Saatchi & Saatchi Italy has developed the communication campaign for the European launch of the New Toyota Auris Hybrid Touring Sports.

As for the New Yaris launch and the Toyota Auris Hybrid launch, Saatchi & Saatchi Italy confirms itself at the peak of European creativity with this international campaign.

The launch commercial opens with an epic scene: a man is enjoying the private show of a whale jumping out of the sea a few meters away from him.

Beside the man, struck by the reddish rays of dawn, a New Auris Hybrid Touring Sports.

But how did the man get so far? A narrative in reverse tells us where this journey started. Thus we see that the man has followed a strange constellation, a mysterious knight, the indications on a map...

And all this because, initially, the man has been curious to try that car: the station wagon which is also a hybrid. The international ad closes with the line: "New Auris Hybrid Touring Sports. The station wagon."

The communication campaign thus aims to position the New Auris Hybrid Touring Sports as a real alternative: a station wagon that is not only dynamic, elegant and modern, but also conceals a hybrid technology.

Giuseppe Caiazza, CEO Saatchi & Saatchi Italy and Head of Automotive Business for Europe commented: "I'm very happy with this result. The Italian creatives have once again taken a prominent role inside the Saatchi & Saatchi EMEA Team in developing a campaign for the Toyota brand in Europe. Once again a confirmation of the creative excellence that our country can be proud of around the world.”

The launch campaign will air, with different media plans, in various countries within EMEA such as Italy, Portugal, France, Greece, Germany, Belgium, Switzerland, Norway and Turkey.

The campaign has been created by Luca Lorenzini (Creative Director) and Luca Pannese (Creative Director), together with Executive Creative Directors Jason Romeyko and Agostino Toscana.  Head of TV: Raffaella Scarpetti. Producer: Erica Lora Lamia.

The TV ad was shot in Spain by production company Mercurio. Director: Steve Ayson.  DOP: Glynn Speekaert, Editor: Vilma Conte. Post Production by Exchanges.

Music: Sing Sing.  Sound studio: Top Digital.

Client: Toyota Motor Europe - Luca Neyroz, Dario Giustini, Stephane Rydlewski.

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