Saatchi & Saatchi for Toyota Hybrid Range

Milan - The car engine is a technology that has more than 150 years of history.

While over time the phonograph evolved into an MP3 player, the telegraph became a smartphone and the kinetoscope gave way to the webcam, the mechanism of the internal combustion engine is still the same.

Or at least until 1997, when Toyota introduced an innovation in the automotive market: the hybrid engine. From this insight comes the campaign idea for the Toyota Hybrid Range.

The commercial transports viewers into a futuristic world where everything is technologically advanced, but the cars are a real anachronism on four wheels. This is because, as the voiceover says: "No world will be truly advanced, if automobile technology goes unchanged."

The campaign confirms the steps forward taken by Toyota in developing its hybrid range, the most comprehensive on the market: Prius, Prius+, Auris Hybrid and also the new Yaris Hybrid, which went on sale in June 2012.

The film was shot in Barcelona by Akita production company and was directed by Xavier Mairesse. The post production was done by eXchange; sound design by Francesco Vitaloni - Sing Sing, original song The Blue Danube (Sing Sing music archive) interpreted by Pito Orkestra.

The campaign is the work of art director Michele Sartori and copywriter Tommaso Zago; creative directors Agostino Toscana and Alessandro Orlandi.

See the film at

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