Toyota is promoting its Toyota Corolla Hybrid with a fun new U.K. ad that partly channels the "Wacky Races," as a the new car races its way through automobile history overtaking past innovations.
The spot, by The&Partnership, sees the car passing vehicles from every decade, from a horse-drawn carriage to a yuppie supercar to an electric car whose drivers is charging at the roadside. There are also 1930s gangster cars filled with hoodlums, 50s Americana models and a range of more modern "dirty" diesels. "As the world moves forward, what will your choice be?" asks the voiceover.
The spot, which broke over the weekend during the Six Nations rugby tournament, was directed by Sam Brown and Mark Jenkinson at Rogue/Carnage, who shot it in Teruel, Spain over five days. It's set to an energetic Benny Goodman jazz track, "Sing, Sing, Sing," which makes an appropriate choice to accompany the hordes of villainous fellow drivers looking furious that the Corolla is outpacing them.
Phil Beaumont, creative director at The&Partnership said “From Horse to Hybrid this is a simple story of progression. The car market is evolving, leaving buyers confused. This creative aims to bring clarity. Positioning Toyota’s next-generation hybrid engines ahead of the pack, as today’s only, truly viable, progressive choice."