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
Editor's Pick
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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