Ad Nut
Sep 29, 2016

Toyota yanks on heartstrings for seatbelt message

A campaign by TYA Singapore uses all the usual tricks to deliver a safety message. Sigh.

Ad Nut is confident you'll quickly figure out where the plot of 'The promise', by TYA Singapore for Toyota Motor Asia Pacific, is headed. And issuing a "spoiler alert" about the surprise ending really isn't necessary, as it's utterly predictable.

Although no one can argue with the message, Ad Nut felt manipulated—not moved—by the cuteness, the soft-focus moments, the plot twist and especially the mournful violin soundtrack. No one's going to get fired for this, but it takes no risks and probably won't make much of an impression. 

Ad Nut can't help comparing it to a far more creative and therefore powerful road-safety ad that still causes chills almost three years later (and was just honoured in the Creative Effectiveness category at Spikes).

The 'Promise' campaign also includes a nearly shot-for-shot, gender-reversed version (below). The ads will be running in 16 markets, accompanied by showroom activities and digital. 


Creative Agency: TYA Singapore
Creative Director: Yoshimi Hirokazu
Copy: Eric Perera
Art Direction: Esther Fang
Strategic Agency: Delphys Hakuhodo International
Account Director: Jo-anne Sng
Senior Account Executive: Jarod Chong
Production House: Shooting Gallery Asia
Director: Daniel Yam Kum Tim
Executive Producers: Freddy Kee, Sebastian Tan & Chris Loo
Producers: Daniel Wong & Maryann Chan
Director of Photography: Feng Nian
Art Director: Isaac Lee
Music Composer: Toh Tze Chin, TO Ensemble
Colour Correction: Royston Van Huizen
Online: Steve Bay

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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