Toyota launched its new people carrier - the Toyota Picnic - this
week with a pounds 3 million campaign directed by Trevor Robinson.
Created by Saatchi and Saatchi, the two television commercials revolve
around seven-year-old Alexandria Peploe. Alexandria likes being an only
child, so when her parents casually remark that the Picnic could easily
carry three more children, she is not impressed.
It only takes her a moment to visualise what the family vehicle would be
like filled with younger children before she resolves to do everything
she can to prevent the arrival of brothers and sisters.
In ’alarming child’, the scheming girl constantly sets off the Picnic’s
alarm system through the night, thus disrupting her parents’ amorous
In ’only child’, Alexandria tries some more devious devices to prevent
any conjugal encounters, first sending a toy mouse in on a remote
control car to frighten her mother during her parents’ romantic meal
together, then preventing the couple from going to bed together by
claiming that she can’t sleep alone because ’teddy’s scared’.
The campaign, which was written by Jason Fretwell and art directed by
Vanessa Rosser, will be backed up by 48- and 96-sheet posters and a
national press blitz centred particularly on weekend supplements.
Media is bought and planned by Zenith Media.
The films were shot by Robinson, a former Howell Henry Chaldecott Lury
creative, in a style reminiscent of the comedy-horror series, the Addams
Family, and have a number of innovative touches. For example, in the
scene where Alexandria imagines her future siblings, each of them has
her own face. The music throughout is from the film, Cape Fear.