In a campaign that launched Monday, Toyota, along with Saatchi & Saatchi New Zealand and Alt.VFX, has taken the aspects of car shopping that consumers hate the most and distilled them into monster form.
The campaign introduces five creatures (Toyota calls them 'Bothers') that are, in the tradition of Monsters Inc, both hideous and adorable. They represent haggling over price, getting the hard sell from salespeople, the time involved in customisation, the stress of a too-short test drive and buyer’s remorse. Ad Nut particularly likes the personification of the hard sell as a pushy giant bull/ram/ape thing...
...and the visualisation of buyer's remorse as a giant weeping blob that plants itself atop the car itself.
The campaign includes TV, digital, social, print and instore material. It heralds the brand's 'Drive Happy Project', which introduces measures meant to counteract each of the 'bothers', such as no-haggle pricing, 24-hour test drives and a seven-day return policy.
Client: Toyota New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Robber’s Dog
VFX Animation/VFX: Alt.VFX
End-frame graphics: Assembly Ltd. GFX
Sound Design: Franklin Rd
Music Composition: Turning Studios
Media Agency: Starcom
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