"There was a lot of chatter, because people started comparing the endings of the spots and looking for the ones they hadn't seen," says Saatchi ECD Brett Channer. The emotional sell, for a car previously sold as reliable and affordable, was a fresh tack for the Corolla. "It says a lot about the brand appeal and the audience," he adds, noting that Canada is moving toward legalizing gay marriage this summer. While he's proud to be able to broach this potentially touchy subject, "what I'm most proud of is that it's not a typical car commercial with typical car shots. It's all based on an understanding with the client and consumer."
Client: Toyota Agency: Saatchi & Saatchi/Toronto ECD/CW: Brett Channer AD: Doug Bramah Director: Erich Joiner/Imported Artists, Tool of North America Editor: Chris van Dyke/School Editing, Toronto