New Yaris TVC Makes Great Deal Of Sense

Posted: November 9, 2012

Despite an animated talking rocking horse and giant bull frogs,  the new Toyota Yaris television commercial makes a great deal of sense to those in the market for a hatchback.

Created by Draftfcb Johannesburg and shot by Good Cop in one day at the Johannesburg Park Station, the ad turns the spotlight on the Yaris 1.3’s superior performance, made possible by it delivering similar power outputs to larger 1.4 engines while consuming less fuel.

It then applauds the Toyota Yaris’ standard 4 year service plan and fuel efficiency.

Said Toyota SA Senior Manager for Marketing Communications and Planning, Pieter Klerck: “Time after time, the qualitative research shows that engine size and price, followed by perceived comparative maintenance costs, are the primary indicators of comparative value when it comes to the 25 – 34 year old buyer.

“Although our Yaris 1.3 is more powerful than a number of cars with bigger engines, it is generally not perceived to be so. This presented Draftfcb Johannesburg with an opportunity to correct the perception by showcasing that the Yaris engines punch well above their weight courtesy Toyota’s superior Optimal Drive technology.”

The creative execution simply states the facts– The new Yaris 1.3 has an impressive power output of 73KW, considerably better than most 1.4s on the market, and with better fuel consumption too; then asks a pertinent question – Paying for a bigger engine that has much less power? and delivers the punch line – That just doesn’t make any sense at all. Nope. No sense at all.

The joke – which is obviously on those buyers who have fallen for the ‘bigger is better’ fallacy, or in car-speak, ‘bigger means better performance’ – is heightened by the fact that it is delivered by an animated talking rocking horse.

“This execution serves to emphasise the idea of ‘no sense’ –everything about it makes no sense at all, except of course the facts about the Toyota Yaris. In this way, we feel the facts will stand out clearly, and be quickly grasped by viewers,” said executive creative director, James Cloete.

Client credits:

Client: Toyota South Africa

General Manager; Marketing Communications – Kerry Roodt

Senior Manager: Marketing Communications and Planning – Pieter Klerck

Advertising Manager – Astika Chetram

Creative Credits:

Creative agency: Draftfcb Johannesburg

Executive Business Director: Mike Di Terlizzi

Account Director:  Jacqui Fontes Teixeira

Account Executive: Nicole Combrinck

Executive creative director: James Cloete

Deputy Creative Director: Tian Van den Heever

Copywriter:  Candice Hellens

Art director:  Moira-Gene Sephton

Strategic planner: Justin Cloete

TV production: Barbara Clarke

Media planners: Gwen Bezuidenhout

Production companies: Good Cop