Gymnast Katelyn Ohashi performs an eye-popping routine in traffic for the Toyota Yaris

European campaign by The&Partnership capitalizes on the athlete's social media fame

Published On
Sep 08, 2020

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Gymnastics fans will appreciate a new European campaign for the Toyota Yaris Hybrid, in which gymnast Katelyn Ohashi performing an eye-popping routine in the middle of heavy city traffic.

It's the first time Ohashi, whose routines went viral on social media in 2019 when she scored a perfect "10" in the Collegiate Challenge, has appeared in an ad. According to Toyota, she is a "metaphor" for the Yaris's "energy-filled driving experience" and its self-charging power. The tagline is "Why stop?"

“The idea needed to attract a new, more youthful audience and change perceptions of Yaris from rational to emotional, from expected to exciting," explains Phil Beaumont, creative director at The&Partnership Europe, which created the ad.

Directed by Philippe Andre via Independent, it was shot in Cape Town, South Africa over five days, with the production team closing off one of the city’s main boulevards for the shoot. The art department created fully functioning barbers, bakers and fashion boutiques to give the setting a European cosmopolitan feel.

"My approach was to keep the camera solely focused on Katelyn and on the Toyota Yaris," says Andre. "They both had to convey this ‘Unstoppable Energy’ to make the project feel and look spectacular."

Credits

Date
Sep 08, 2020
Client :
Toyota Yaris
Agency :
The&Partnership
ECD :
Andre Moreira
Creative Director :
Phil Beaumont
Head of Art :
Dan Beckett
Head of Art Buying :
Emma Modler
Head of Production :
Daniel Healy
Production Assistant :
Savannah King
Senior Account Manager :
Jonathan Ratcliffe
Planner :
Paul Porter
Social Media Planner :
Martina Mattioni
Media Planner :
Tina Chou
Audience Planner :
Stuart Johnstone
Audience Planner :
Simon Lirzin
Production Company :
Independent
Director :
Philippe Andre
Prod Company Producer :
Ciska Faulkner
Prod Company Executive Producer :
Jani Guest
Service Company :
Farm Films
Prod Company Producer :
Peter Sherlock
Editor :
Adam Rudd
Editor :
Whitehouse Post
Photographer :
He & Me
Photographer :
Samuel Hicks
Stills Production Company :
Cape Town Productions
Retoucher :
Holger Egbers
Post Production :
The Mill
Post Production :
Alumina Studios
Post Production Producer :
Alex Fitzgerald
Post Production Producer :
Dan Crozier
Post Production Producer :
David Thomas
Telecine :
Alex Gregory
2D Lead :
Zoe Cosh
2D Compositing :
Dan Adams
2D Compositing :
Pete Atack
CG :
Marta Carbonell
Shoot Supervisor :
Heiko Von Fintel
Sound Design :
Sam Ashwell
Music Company :
Birdbrain
Voiceover :
Katelyn Ohashi

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