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Lovely New Toyota Film Asks You to Take Your Car for Granted

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Bacon's Koen Mortier shoots nostalgic new spot for Saatchi Nordic

Lovely New Toyota Film Asks You to Take Your Car for Granted

This nostalgic film directed by Bacon's Koen Mortier has a moody, cinematic quality, and, combined with images of different generations and nationalities across Europe enjoying their Toyota, is a subtle metaphor for the brand’s quality, durability and reliability.

Toyotas are so reliable that it’s only natural for their owner to take them for granted and 80% of the people in the film are real Toyota owners with their cars, sourced from Toyota clubs around Europe.

Jason Mendes, Executive Creative Director for Saatchi & Saatchi in the Nordics said: “Every car company offers a 3-5 year warranty but it’s the cars that are 5 plus years old that give reason to believe you can take them for granted.  And the older the better.  I think it takes a very brave client to get that - the fact that we weren’t going to do a typical car ad and we wouldn’t see shiny metal throughout the film.”

Car commercials predominately show cars from the outside but not in this commercial. Mendes says: “Koen said in our very first meeting that 95 percent of our relationship with a car is from the inside, not the outside, and that he wanted to shoot everything from inside the car.  We thought that was very insightful … however I know he later regretted it as he was curled up on the floor, squashed into a range of cars, along with the DOP and sound engineer, for 5 days straight”.

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Creative Agency

Art Director: Magnus Olsson

Copywriter: Avinash Sampath

Creative Agency: Saatchi Nordic

Executive Creative Director: Jason Mendes, Gustav Egerstedt

Executive Producer: Marie Hughes

Head of TV / Production: Raffaella Scarpetti

Producer: Sam Rendle-Short

Production Company

Director: Koen Mortier

DOP: Menno Mans

Executive Producer: Mette Jermiin

Production Company: Bacon

Production Manager: Ditte Odgaard


Editor: Anders Albjerg


Music Production: Toke Lotz, Tobias Kropp

Genres: Scenic, Dialogue

Categories: Automotive, Cars, Tue, 26 May 2015 14:36:15 GMT