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
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