TVC For the new Toyota Innova Puts Dad In Mom’s Taxi

 A well-meaning dad, brood of boisterous boys, surly teenager and

quite-as-a-mouse ballerina-in-training star in the new television

commercial from Draftfcb Johannesburg for Toyota SA’s answer to Mom’s

Taxi, the New Toyota Innova.

Introduced late in 2011, this multi-purpose vehicle is available as a

7- or 8-seater.

The TVC, devised by Draftfcb Executive Creative Director James Cloete,

Creative Director Tian van den Heever, Art Director Neelesh Vallabh

and Copywriter Nerine Gardiner, was shot by Brett Wild from

Hammersmith & Elephant, and taken through post production by The

House.

It follows the dad’s efforts to fill his wife’s shoes and safely get

their children and their friends to their various activities on time.

While he initially copes just fine, a little scare towards the end of

the morning routine sets his heart racing.

According to Toyota SA’s Senior Manager: Marketing Communications and

Planning, Pieter Klerck, the agency was briefed to show the Innova’s

functionality as a family vehicle with lots of space. It was key, he

said, for the spot to evoke the Toyota warmth moments of previous

family-orientated communication while incorporating well-meaning

humour, a characteristic of Toyota’s advertising that the public has

come to expect.

“We believe this ad will not only resonate with the dad who has found

himself in a similar situation, but moms who will chuckle

good-heartedly at a man experiencing what they go through every day,”

Klerck said.

“Also, our actor-dad does a wonderful job showcasing the range of

emotions a parent goes through in any given day, hey, any given hour.

This subtly creates a bond between Toyota and parents watching the

commercial, showing that Toyota understands exactly what moms and dads

go through when raising their families. It’s a difficult task but one

you wouldn’t swap it for the world.”

Creative Credits:

Agency – Draftfcb Johannesburg

Executive Creative Director – James Cloete

Creative Director – Tian van den Heever

Art Director – Neelesh Vallabh

Copywriter – Nerine Gardiner

Business Unit Director – Michael Di Terlizzi

Account Director – Jacqui Fontes Teixeira

TV Producer – Ayanda Tshabalala

Production house – Hammersmith & Elephant

Post production – the House

Toyota

Senior Manager: Marketing communications and planning – Pieter Klerck

Advertising manager – Astika Chetram