Joy Division

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In a cool Canadian "Cell Split" :60 for the Toyota Matrix, with animation by Red Rover, the car, per the title, replicates several times, as a globule of sheet metal takes on a life of its own. One Matrix is driven by a babe with what appears to be a nuclear brain sticking out the back of her head-a high IQ can be so sexy. The night-driving footage has that requisite videogame ambience, and the action plays like a music video over a Goldfrappish track from Toronto's Eggplant. In addition, there's a nice Tokyo anime flava, and one such cartoonish character even ends up in the back seat. In sum, the spot lives up to the car's name.

Client: Toyota Matrix (Canada) Agency: Saatchi & Saatchi/Toronto CD: Mariano Favetto Creatives: Alex Beker, Blaine Harper Agency Producer: Anna Tricinci Live Action Director: Sean Thonson/Industry Films Animation Directors: Andy Knight, Richard Rosenman/Red Rover Studios, Toronto Animation Producer: Randi Yaffa/Red Rover Editor: Scott Bucsis/Red Rover Music: Eggplant, Toronto

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