Toyota turns your car-buying woes into ugly (but also kind of cute) creatures
In New Zealand, car maker goes all out to make a point about its 'Drive Happy Project'
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Toyota New Zealand goes all out to capture consumers' car buying frustrations by turning those woes into creatures straight out of "Where the Wild Things Are." A new spot from Saatchi & Saatchi New Zealand depicts various people on the verge of making that big purchase, but they're held by fantastical beasts. The "pressure to buy before it's gone" is a head-poking nuisance, for example, while the "I can't get away to buy a car" excuse manifests as a white, hairy hanger-on.
Produced out of Robber's Dog, the ad promotes Toyota's "Drive Happy Project," which aims to take the angst out of buying a car. Under the program, Toyota will offer the the same transparent pricing at all dealerships across the country, and it promises access to a wider selection of vehicles to remove strain of having to choose from a single dealership's inventory. The car maker is also offering flexible test drive options so potential buyers aren't limited to just a ten-minute drive around the neighborhood, as well as a seven-day money back option, provided certain conditions are met.
Around the world, the brand has been trying to innovate around its relationship with customers. In Japan, for example, Toyota has tried to connect with younger drivers by opening up a hybrid cafe and ride-sharing outlet.
Credits
- Date
- Apr 03, 2018
- Brand :
- Toyota
- Client :
- Toyota
- Agency :
- Saatchi & Saatchi-New Zealand
- Production Company :
- Robber's Dog
- Chief Executive Officer :
- Alistair Davis
- General Manager, Marketing and Customer :
- Andrew Davis
- Manager, Marketing Operation :
- Susanne Hardy
- Marketing, Operational :
- Sonya Coutts
- Chief Creative Officer :
- Toby Talbot
- Art Director :
- Guy Roberts
- Creative Director :
- Guy Roberts
- Copywriter :
- Corey Chalmers
- Head of Design :
- Rob Flynn
- Agency Producer :
- Jane Oak
- Managing Director :
- Paul Wilson
- Head of Account Management :
- Susie Darling
- Senior Account Director :
- Amanda Brittain
- Head of Strategy :
- David McIndoe
- Director :
- Adam Stevens
- Producer :
- Anna Stuart
- Executive Producer :
- Mark Foster
- Director, Photography :
- John Toon
- Production Designer :
- Neville Stevenson
- Art Director :
- Neville Stevenson
- Editor :
- Jabez Olssen
- Visual Effects Supervisor :
- Colin Renshaw
- Visual Effects Producer :
- Celeste Fairlie
- Character Design :
- Max Kostenko
- Modeling :
- Nathan Rule
- Rigging :
- Jordan McInnes
- Effects :
- Nick Angus
- Lead Compositor :
- Matt Chance
- Animator, GXF End Sequence :
- Craig Speakman
- Producer, GXF End Sequence :
- Helen Naulls
- Sound Design :
- Shane Taipari
- Music Composition :
- Elliot Wheeler
- Visual Effects Company :
- Alt VFX
- Animation :
- Assembly Ltd. GFX
- Sound Company :
- Franklin Road
- Music Company :
- Turning Studios
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