Ice-cream Incidents Help Draftfcb Communicate Toyota Corolla’s Leather Seats
March 15, 2013
Girl Guides? Cute dogs? Couples in Love? South Africa’s favourite car in various colours? These are the ingredients in many a perfect world. And the cherry on the top is the fact that Toyota puts leather seats in the Corolla.
This is the message delivered by the new 40 second TVC from Draftfcb Johannesburg and shot by Sweet Spot Content in Cape Town recently. View the ad here: http://www.youtube.com/watch?v=I2K1Q3gi9NY.
Tasked with communicating how leather seats make owning a Corolla an even greater joy, the agency opted to show how much families love ice cream and how messy that could be. Except in a perfect world where the Toyota Corolla comes standard with leather seats.
According to creative director, James Cloete, the ad was crafted to resonate with a broad target audience.
“Everyone’s had an ice-cream moment,” he said. “What better way to reach out and touch the target market’s heart and mind than evoking memories of that.
Cloete said each scene in the ad took its art-directional cues from different flavours of ice-cream. Everything from the cast and locations, to the props and wardrobe, to the colour of the sky and the paint on the walls, was considered,” he said.
“In this way our collaborators on this project, Sweet Spot Content, helped us enrich the visual appeal of the ad. Their hyper-real and idyllic world of Corollas, families and ice creams gave life to our concept and made certain the ad delivered on its brief in a smart and appealing way.”
Client – Toyota
Client: Toyota South Africa
General Manager; Marketing Communications - Kerry Roodt
Senior Manager: Marketing Communications and Planning - Pieter Klerck
Advertising Manager – Astika Chetram
Advertising Agency – Draftfcb
Chief Creative Officer: Brett Morris
Executive Creative Director: James Cloete
Creative Director: Tian van den Heever
Art Director: Louise Hutchinson
Copywriter: Frank Kunene
Executive Business Director: Mike Di Terlizzi
Senior Account Director: Naadira Borah
TV Producer: Barbara Clarke
Production house – Sweet Spot Content
Producer: Linda Notelovitz
Director (DP): Miles Goodall
Co-Director (Production Designer): Gareth Paul
Post Production – Left Post Production