Saatchis kicks off pounds 4m brand work for Toyota Celica

A South American train driver is the star of Saatchi & Saatchi’s new pounds 4 million branding campaign for the Toyota Celica.

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

the road.



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

manufacturer.’



The ad was written by Paul Domenet, art directed by Kevin Jones and

directed by Jeff Darling through @Radical. Media is through Zenith.



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