London - Toyota is launching a multi-million pound advertising campaign for its GT86 sports model. The "Real Deal" campaign, created by Saatchi & Saatchi London, celebrates Toyota's return to its sports car heritage and reflects the rave reviews the GT86 has received* for offering an exhilarating, authentic driving experience.
Launching on 17th August with a 60 second TV spot, the "Real Deal" dramatises the story of a CGi man who has become tired of living in a superficial, artificial world. A 90 second edit will be seeded online with prominent automotive and entertainment blogs, and Youtube masthead and pre-roll activity will follow. Cinema spots are planned to coincide with the release of the new James Bond film, Skyfall.
Saatchi & Saatchi worked with some of the world's best animators to create a computer game-style city, which in the words of the animated hero, is one of "pixels, pretence and driver assist." The hero turns to the underworld in his search to feel alive and finds the Toyota GT86, which he uses to break free of his dissatisfying, inauthentic existence and escape into the real world.
The ad is set to the Edith Piaf track, "Non, Je Ne Regrette Rien", and is directed by Stink's Adam Berg, with animation by Digital Domain, the Hollywood digital effects house founded by James Cameron.
The campaign will be supported by press and will run until March 2013.
Paul Silburn, Creative Partner, Saatchi & Saatchi says: "We're extremely excited about the launch of the GT86, and the accompanying work, which will continue to help build an even stronger brand profile for Toyota."
Lisa Fielden, Brand and Digital Marketing Manager, Toyota GB plc says: "These are exciting times for Toyota. This car marks the start of a new chapter and the communications reflect this, summing up the essence of this car perfectly."
*Autocar, What Car?, Sunday Telegraph, Sunday Times, EVO and Top Gear amongst others.
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