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.

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