Toyota and The&Partnership launched an integrated, multi-channel, multi-market campaign for the new Corolla Hybrid.
Throughout history, every significant automotive innovation has had its moment in the spotlight, only to be overtaken by the next innovation and design that meets that current zeitgeist. Today, greater awareness of environmental issues prompted stricter emissions regulations, particularly in Europe. Toyota’s self-charging hybrid electric powertrains offer exceptionally low emissions and high fuel efficiency and are able to complete half the average European commuter journey with no emissions at all. The Toyota Corolla Hybrid is the no compromise choice of today’s society, replacing traditional diesel and petrol cars with their fuel-efficient and stylishly designed offering.
Developed to launch the Corolla in Europe and to reinforce Toyota’s leadership in Hybrid technology, this big budget campaign will sit across all channels: digital, social, OOH, print, TVC and has been constructed with data at its heart; using a responsive targeting strategy powered by [M]Platform that allows the targeting of cohorts of conquest audiences with personalised messaging based on individual needs and car features.
Shot over five days in Teruel, Spain on a Sony Venice digital cinema camera, the 60’ film takes us on a path of automobile history featuring iconic cars from each decade; starting with pre-war open tops,to iconic 1930’s gangster cars complete with machine gun tooting hoodlums, 1950’s Hot Rods filled with greasers, an 1980’s yuppie sports car, a range of 00’s Diesel cars and a slow-to-be-charged electric car. Combining the humourous visual tone of Rogue’s Sam Brown and the sophisticated experience of Mark Jenkinson, these two multi award-winning directors come together to create a visually stunning and beautifully crafted film that powerfully puts its point across, whilst emotionally, through humour, inspires the audience to connect with the Corolla.
Tell us about your role in the creation of this work.
As Executive Creative Director, I’m responsible for all the creative output of The&Partnership Europe; we have a very flat structure here, so this idea (Move Ahead), as is often the case with the best ones, was the result of a close collaboration between a few of our best brains. Although it’s fair to say Phil Beaumont, one of our CD’s and Dan Beckett, our Head of Art, did most of the hard work.
Give us an overview of the campaign, what is it about?
The car market is evolving, leaving buyers confused. This idea aims to bring clarity by positioning Toyota’s new-gen Hybrid engines ahead of the pack – no one likes to be left behind!
Tell us about the details creative brief, what did it ask?
Above all a confident statement of leadership. After 20 years of technological evolution, this is Hybrid’s moment. Kudos to our Toyota partners for pushing the car industry in this direction!
Which insight led to the creation of this piece of work?
Two insights, really. First,that people don’t want progress to necessarily be worthy and serious. This led us to redirect our vision and capture a celebratory, fun tone that feels distinctive in its category and true to the product. The second insight was that as human beings we’re naturally competitive and hate being left behind; this gave us the idea for a ‘race across eras’.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We’re an eco-friendly agency; especially when it comes to good creative ideas that might get recycled at some point, so we’ll keep any alternatives to ourselves. Regarding this idea though, what we liked the most was the potential it had to deliver a bold, confident message and a smile.
What was the greatest challenge that you and your team faced during development.
Finding the right partners to make it with us. I can’t stress enough how important Mark Jenkinson (Carnage) and Sam Brown (Rogue)were(the co-directors on this project). They were able to achieve the combination of humanity and performance we always had in our minds. At every craft we were able to get the best people to help us; Amanda James our editor from Final Cut, Ottar Gudnason our DOP, the whole team at the Mill and Grand Central, The Elements Music; the musicians who re-recorded Benny Goodman’s ‘Sing, Sing, Sing’ at Abbey Road – it was truly a joint effort and a labor of love for all involved.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
On a very personal note, I feel this work challenges preconceptions around the type of ideas expected (and the quality of the talent behind them) from agencies with our setup. From a professional point of view, I love how we managed to combine the boldness and emotion of the TV ad with really smart, highly personal social and digital work running alongside it.
It’s an ‘&’ world after all.
Where do you see this campaign going in the future?
This is Hybrid’s moment, so I’d say it’s fair to expect the confidence expressed in this specific execution to carry on – stay tuned.