Toyota - "PROACE City"

The&Partnership

The&Partnership London, United Kingdom

1274

Brand: Toyota
Country: United Kingdom

Advertiser: Toyota Motor Corporation

Title	PROACE City
Agency	The&Partnership
Campaign	PROACE City
Advertiser	Toyota Motor Corporation
Brand	Toyota
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Web Film
Length	30 seconds

About The&Partnership

We are The&Partnership. We bring ideas and technology together to power brands and businesses.
The&Partnership is a future-focused creative agency whose mission is to bring together creativity, technology and data in new, exciting and effective ways.
The&Partnership London is the creative centre of The&Partnership, which is both the UK’s largest and Europe’s fastest-growing independent agency network, increasingly known for its innovative in-sourced model. Backed by WPP and spanning four continents, with 1,500 staff, the multi-disciplined network has seen record growth, expanding across 17 new European markets and doubling in size against a challenging industry backdrop in the last few years. It attributes this rapid expansion to the success of its in-sourced ‘&Model’ agencies, with multi-disciplined, on-site teams working alongside clients’ marketing departments in new, nimble ways, to a single bottom line; delivering data-driven work to fit new marketing agendas.

Latest News

The&Partnership today announces its latest spot for Toyota. ‘Endless Exhilaration’, the launch campaign for the new Toyota GR Yaris, is the story of a how Toyota’s landmark hot hatchback turns an everyday drive into an adrenaline-fueled adventure.

Following the launch of the GR Supra in 2019, GR Yaris is the second model in Toyota’s expanding GR line-up. No ordinary hatchback, the all-wheel-drive GR Yaris brings state-of-the-art technology to the road in its role as a homologation model for Toyota’s entry in the World Rally Championship (WRC).

Described by Top Gear magazine as “the best car we’ve ever driven”, Toyota’s lauded hot hatchback deserved a high-octane, blood-pumping campaign to match the hype. The&Partnership and Toyota Motor Europe enlisted the help of Toyota Gazoo Racing WRT team principal and former WRC driver, Jari-Matti Latvala, to star as the film’s protagonist.

Shot by Alberto Blanco, the campaign launches with a suite of assets that showcase the dynamic and exhilarating character of the GR Yaris. Joined by his niece for a mundane trip home, Jari-Matti’s enthusiasm comes alive as the car transforms an everyday drive into a journey to remember.

Incredible drone footage and dynamic camera angles capture Jari-Matti’s precision and skill behind the wheel whilst his niece plays the role of co-driver, joyfully reading pace notes as the pair enjoy the thrills injected into their drive by the 261 DIN hp 1.6L three-cylinder turbo engine.

“We set out to bring the excitement of rally racing into the everyday. That proved to be quite easy with a former rally driver at the wheel. Each time Jari-Matti stepped on the gas for a new take we saw nothing but smiles. Mission accomplished.” said Guus Ter Beek and Tayfun Sarier, senior creatives at The&Partnership.

Whilst shooting the campaign in Croatia, Jari-Matti Latvala likened the lively atmosphere on set of his first ever advertising shoot to his competitive rally driving experience: “When it’s action time you really need to be on it. It’s been good fun with great people…if I get another opportunity, I will come back”.