Toyota: 'We Are Hybrid'

Toyota Motor Europe celebrates the story of Hybrid with new brand film from Saatchi & Saatchi EMEA.

London - Toyota Motor Europe and Saatchi & Saatchi EMEA have launched a new brand film “We Are Hybrid”, celebrating Toyota Hybrid’s 5 million unit sales success and the happiness effect the engineering has on drivers.

The film made its debut at the Frankfurt Motor Show and is directed by hot shot UK collective “Bullion”, whose reel includes work for Sky, MTV, Tiger Beer and music videos for Disclosure and The Klaxons.  The film is a dynamic edit of different people, objects and places that, when paired together, form different kinds of smiles.

Hundreds of images were filmed over 4 days across the UK to bring this bright optical experience to life.  Combined with typography, punchy messages and positive music, the film aims to convey the feeling of a Toyota Hybrid driver.

“This film perfectly conveys the ‘feel good’ dimension of driving a Toyota Hybrid, the emotions you truly feel behind the steering wheel.  It also gives a lovely nod to the community of millions of happy drivers who enjoy a better Toyota Hybrid drive everyday,” says Stephane Rydlewski, Manager Campaign Development - Toyota Motor Europe.

“It’s a great opportunity to be able to tell a whole-hearted positive story about the way people feel about driving Hybrid cars.  If you look around carefully, you can always find an amazing array of inanimate and organic objects happily smiling back at you.  The simple approach is the basis of the visual idea,” says Adrian Caddy - Creative Partner, Saatchi & Saatchi.

Shown at the Frankfurt Motor show, and available online, the film also served as an introduction to the press day keynote speech by Toyota Motor Europe President, Didier Leroy.

Toyota is the leading hybrid maker with over 5.5. million Toyota Hybrid cars sold since the launch of Prius in 1997.  In Europe, the Toyota market share in Hybrid has jumped from 65% to 75% in the last year alone.


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…