David Blecken
Mar 15, 2017

Toyota turns the traditional car ad on its head for Vitz Hybrid

An entertaining short film takes inspiration from breakdown reels of past commercials.

It’s nice to be reminded that car commercials don’t have to be formulaic. A short film for Toyota’s Vitz Hybrid in Japan (English-language version here) pokes fun at the process many creative directors go through in finalizing an ad. This includes obliging demands for lingering product feature shots, and storyline changes to ensure client satisfaction.

The film, ‘The making of the new Vitz story’, was developed by Tugboat, the director Hideyuki Tanaka and production company Tohokushinsha, and takes inspiration from existing visual effects breakdown reels for past commercials provided by Alt.vfx, an Australian post-production company.

As a young creative director outlines his idea for a daring campaign, a more senior colleague reels him in with a series of more sensible ideas. As he does so, the action reverses and plays out differently through a series of rewinds, wipes and other breakdown techniques.

In a statement, Takeshi Takada, executive producer of Alt.vfx, said Tugboat and Tanaka were inspired by their breakdowns showing the work behind finished commercials. “This new spot takes that idea and creates something entirely fresh and exciting for the Toyota brand,” he said.

The video has so far drawn more than 2.3 million views on YouTube.

Campaign’s view: The work is fun and engaging—everything a car promotion should be, but rarely is. The truck at the end is an especially nice touch.

Source:
Campaign Japan

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
APAC Effie winners announced
Premium
1 day ago

APAC Effie winners announced

BBDO shops dominate, winning the Grand Effie and 14 out of 15 gold awards.

Premium
Tiger Beer frees its eponymous feline
Premium
2 days ago

Tiger Beer frees its eponymous feline

A subtle branding refresh takes the beer's 'uncaged' tagline literally and sets a more premium tone.

Premium
JWT, We Are Social, Mindshare top Singapore agencies on social media
Premium
2 days ago

JWT, We Are Social, Mindshare top Singapore ...

A new report from Digimind also found that Facebook is the preferred channel for all agencies operating in the Lion City.

Premium
Nation branding: A complex, high-stakes game
Premium
2 days ago

Nation branding: A complex, high-stakes game

Slogans and mascots are the least of it: ‘nation-branding’ in Asia today has evolved into a complex, multifaceted game with mega prizes on offer for winners—and catastrophe for losers, writes Olivia Parker.