The new television commercial from Draftfcb for Toyota Land Cruiser is full of the steep climbs, heart-stopping declines and torturous turns you’d expect from an ad demonstrating the off-road capabilities of a luxury 4×4 but it’s the unexpected twist in its tail that nails home the joy of driving such a vehicle. (http://www.youtube.com/watch?v=IpGWQQ0N7mc)
Created by Draftfcb and shot from the perspective of a driver tasked with mapping out South Africa for Google Street View, the ad starts out where so many 4x4s are to be found these days – an urban environment.
Before long, the road winds along a sandy track through rocky terrain, the driver having now left suburbia but continuing to shoot for Street View. There’s a pause as if he is contemplating his options and then the vehicle turns off-road and begins to climb.
Finally, we see the driver’s end point, a beautiful view. The Toyota comes to a stop, the door slams and the driver comes into view holding his lunch box inferring that, with a Land Cruiser, even the mundane – like finding somewhere to eat your midday meal – is an adventure.
Flighting on national television, the ad encourages viewers to view the Land Cruiser through different eyes,” said Draftfcb Executive Creative Director, Mike Barnwell.
“Instead of focussing on product features – the norm for most vehicle advertising – this commercial highlights the freedom and adventure you can enjoy, every day. Land Cruiser makes you feel in charge of your own destiny, powerful and free; in a word, ‘extraordinary’.”
The ad was shot in Cape Town by Egg Films and post production was handled by Black Ginger and Upstairs Post. A raw, almost industrial and rugged sound track by Tommy Tucker Inc adds to the disruption created by Draftfcb’s unique approach.
The ad has already taken its first award, a second place in the Creative Circle’s April 2013 Ad of the Month Awards.
Client credits: Toyota South Africa
General Manager; Marketing Communications – Kerry Roodt
Senior Manager: Marketing Communications and Planning – Pieter Klerck
Advertising Manager – Astika Chetram
Agency credits – Draftfcb
Executive Business Director – Mike Di Terlizzi
Chief Creative Officer – Brett Morris
Executive Creative Director/Art Director – Mike Barnwell
Copywriter – Guy Deniston
Media planners – Gwen Bezuidenhout & Thulani Nombewu
Production House – Egg Films
Director – Kevin Fitzgerald
Producer – Colin Howard/Jon Ronbeck
Post production – Black Ginger, Upstairs Post
Editor – Greg Shaw
Music – Tommy Tucker Inc
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.