This ad from Saatchi & Saatchi Germany lulls you into an emotional state with several deliberate details and artful touches. It opens with the sounds of a spare piano track, paired with the heavy sighing of an elderly man who sits quietly at his table, reading a letter. Soon, we realize he's in a deep state of reminiscing over a lost, long-time love, slowly poring over photos as he recalls how he and his significant other were always together, inseparable, even after kids and after overcoming a big hurdle more than a decade prior. And then when we find out his significant other isn't who we're led to expect, yet another big twist comes.
The spot was directed by Anders Jedenfors via Acne, Berlin. Airing online and on social media, it's meant to target younger, digitally-inclined consumers and promotes Toyota's "NEU bleibt NEU" financing offer that allows a customer to return his car every three years for a new one.
"A Toyota is made to last forever," said Saatchi & Saatchi ECD Alexander Reiss in a statement. "But for those of us who don't want to wait forever there is 'NEU bleibt NEU'. It's a good springboard to load up the actual financing product with emotions. With the film 'Everlasting Love' we show with a wink that Toyota customers can have both: a new car and a reliable partner for life."