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."