Toyota pushes sports car heritage

Toyota hopes to reassert is sports car heritage with a multimillion pound advertising campaign for its GT86 model.

Toyota

The car marque claims that the CGI animated ad “marks the start of a new chapter” for the Japanese car maker.

The Real Deal campaign, created by Saatchi & Saatchi London, features a CGI character bored with his artificial world discovering the Toyota GT86 and using it to escape into the real world.

The TV ad, set to the Edith Piaf track, Non, Je Ne Regrette Rien, launches today (16 August) on YouTube and breaks on TV on Friday (17 August).

The ad will also air in cinemas ahead of the upcoming James Bond film Skyfall and run in press ads until March next year.

Toyota has also adopted an animated style for its Yaris Outsmart Life campaign activity which launched a year ago and features a cartoon rapper designed to attract younger drivers to the brand.

The Japanese car marque also revealed that it will roll out its global positioning ‘Always a better way’ to the UK in the coming months to bring UK marketing in line with the strategy revealed a year ago.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here