Del Campo Saatchi & Saatchi has conceived a campaign with a unique selling point: the new Toyota Aygo X-Cite is launched in only one colour, blue.

Playing on the Aygo’s typically irreverent tone, Del Campo Saatchi & Saatchi communicates this by offering different names for the same car colour. It has created a catalogue of colours including Blue Whale blue, Noble Blood blue, Bluetooth blue or Blue Pill blue, among others.

The idea was created by the Chief Creative Officers Maxi Itzkoff and Mariano Serkin.

The campaign is now on air and will include TV, digital, print and outdoor.