Promote Toyota’s new suite of innovative safety features for a series of online films.
But talking about things like Automatic High Beam and Lane Departure Alerts can easily become functional and dull.
We wanted to promote the features in a way that was unexpected, memorable and funny so we created a human (or animal!) personification for each of the features: a heavy metal band (Automatic Lane Departure Alert), a dog (Automatic High Beam assist), a policeman (Road Sign assist), an owl (Auto braking pedestrian detection), and an F-16 fighter pilot (Pre-Collision function).
Each character used their unique abilities to personify a different safety feature on the car.
The films were originally commissioned as online films but achieved success beyond expectation in testing and were subsequently used as TV campaigns in Sweden, France, and the UK.
Building on the success with two more films
The success of the films lead to the brand asking us to develop two more films in a similar vein. This time, they wanted us to showcase Toyota’s innovative navigations features.
Our solution was a twist on the classic love story: A tale of “Beauty and the Geek”, which played on the familiar cultural insight of online dating (when the person you meet for the date, doesn’t quite live up to the expectations created by their profile picture on the dating site).
Cue the story of Sophie and Dexter . . . Sophie, a smart, confident and extremely beautiful woman meets her date, Dexter, who is the complete opposite..
She is disappointed and he is clearly on a date with a girl that’s way out his league and suitably nervous . . . Luckily the features in his Toyota help him gain a level of self-confidence he never knew was in him.
That was just the first film, watch the second one below to see how their love story develops.
What we did: Creative concept, Creative Direction
Agency: Saatchi & Saatchi.