Toyota spots get black-comedy edge

Toyota launched its new people carrier - the Toyota Picnic - this week with a pounds 3 million campaign directed by Trevor Robinson.

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

intentions.



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.



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