French consumers are increasingly keen on buying local. So, to highlight to French car buyers that its Yaris models are manufactured in Valenciennes, France, Toyota has made a commercial for the Yaris Hybrid in which every single element is home-grown.
The spot, created by The&Partnership France, offers examples of "very French" behavior--such as arguing over types of pastry, adding "petit" to everything to make it sound cute, not knowing how many greeting kisses to give, saying "Ooh La La" and wearing Y-fronts. It also points out that "choosing Yaris Hybrid because gas prices are really high" is also very French.
Directed by Benjamin Bouhana, it's an amusing film, but what's really innovative about the campaign is that the location, the set, the props, the actors and the crew are all French. More than 60 French brands collaborated in this film and more than 100 people worked on it. There's also a website that details every single element.
Not only that, but the campaign ran only on French media--including digital. It eschewed social media in favor of exclusive French streaming platforms such as Deezer, Daily Motion and all the .FR sites.
Of course, there's no getting away from the fact that Toyota is Japanese. But the Yaris Hybrid was actually the first vehicle in France to be granted the "Origine France Garantie," the hallmark of local production.