A father and his sons are so proud of their new Toyota Corolla, they ‘make their own ad’ – the father providing light, voice-over and GoPro action, son #1 the background music, son #2 moral support – in the comfort of their own garage.
Launched on Toyota South Africa’s Facebook page on Mother’s Day (May 10), the 30 second TVC was conceptualised by FCB Joburg and shot by Your Girlfriend before being treated by Blade in the post-production studio.
The Corolla is one of Toyota’s most enduring marques, it is over 40 years old, as well as one of its most loved. In fact, the Corolla is the biggest-selling vehicle world-wide.
“In South Africa, Toyota Corolla’s key audience is males over the age of 35 with children. They are looking for stylish, comfortable, safe and economical family vehicle – and find it in the Corolla,” said FCB Executive Business Director, Mike Di Terlizzi.
“And our research shows these guys really love, and are super proud, of their cars. We wanted the new ad to reflect that, and believe we’ve got it spot on with this execution which subtly reinforces that safety aspects of the vehicle while highlighting its styling and functionality.
“But, we didn’t want to let the boys have all the fun. We included mom, who showed that Toyota Corolla mothers know when to let kids be kids, no matter how old they are! Quite an apt message for an ad that broke on Mother’s Day,” he said.
Agency: FCB Joburg
Executive Business Director: Mike Di Terlizzi
Group Chief Creative Officer: Brett Morris
Creative Director: Tian van den Heever
Strategic Planner: Kabelo Lehlongwane
TV Production: Barbara Clarke
Media Planners: Gwen Bezuidenhout
Production House: Your Girlfriend
Director: Morgan Dingle
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.