A new Toyota ad from Puerto Rico is the latest spot to challenge stereotypical portrayals of aging, with the story of an elderly man in a nursing home.
The spot, by Badillo Saatchi & Saatchi, starts with the man being awakened each morning by his caregiver, a fierce-looking nurse. As she pulls his curtains, he winces at the sunlight on his face, hair rumpled, seemingly not wanting to face another day. Is this all that life holds for him at his advanced age?
The twist is, no. Because the reason that he's so tired is that he's been out all night, partying with his grandson and climbing out of his bedroom window to get a lift to the city in his Toyota.
If you can get past the fact that, once out of bed, Grandpa looks far too fit and healthy to be in a nursing home, it's a fun and uplifting spot, full of joie de vivre. Cali Ameglio at Salado was the director.
Juan Carlos RodrÃguez, creative director at Badillo, explained the thinking behind the story: "The brief was simple. Toyota has always been a synonym of durable cars. So the challenge was about creating a story that paid tribute to the things that deserve to last. In this case, the love between a grandfather and grandson who's giving back all the happiness he shared when his grandpa drove him around when he was young."