A South American train driver is the star of Saatchi & Saatchi’s
new pounds 4 million branding campaign for the Toyota Celica.
The ad opens with the driver yelling: ’I am a prisoner - not by iron
bars but steel rails.’
While he compares the pleasures of driving the Toyota with the laborious
effort of driving the train, the ad intercuts between the two, showing
the train chugging along and the Toyota Celica gliding gracefully along
Despite the beauty of the Peruvian landscape surrounding him, the train
driver becomes frustrated as he thinks about the cars’ features. He ends
by asking us to think of him next time we ’swing a right’.
The campaign continues Toyota’s strategy of showing people living in
idyllic surroundings - until it becomes apparent that what is missing
from their lives is a Toyota.
’This is the first ad in a large campaign - one that has stature but
also gives integrity to the brand,’ Dave Droga, executive creative
director at Saatchis, said.
Paul Philpott, marketing director for Toyota, said: ’With a RAV4 and
Previa arriving, the overall look of the range will be more interesting
than ever. We want people to think of Toyota as an imaginative
The ad was written by Paul Domenet, art directed by Kevin Jones and
directed by Jeff Darling through @Radical. Media is through Zenith.