Toyota is carrying out a multi-million pound advertising strategy for the new GT86 sports coupe. The campaign, dubbed as “Real Deal,” is created by Saatchi & Saatchi London and celebrates the company’s return to its sports car heritage and mirrors the acclamations the GT86 has received. Toyota made its kicked off the campaign on August 17, 2012, by releasing a 60-second TV spot.
The Real Deal spot features a story of a CGi man who has become tired of living in a superficial, artificial world. Another Real Deal advertisement, this time a 90-second edit, has been uploaded online through prominent automotive and entertainment blogs. The edit will be followed by Youtube masthead and pre-roll activity.
Toyota will also avail of cinema spots, putting them together with the release of the new James Bond film, Skyfall. To create the Toyota Real Deal campaign, Saatchi & Saatchi employed some of the world’s best animators to create a computer game-style city, which, according to the spot’s protagonist, is one of “pixels, pretence and driver assist.” The hero then turns to the underworld in his quest to feel alive and finds the Toyota GT86.
He uses sports coupe to break free of his unproductive, forged existence and go into the real world. The ad uses the classic Edith Piaf song, Non, Je Ne Regrette Rien, as its theme.
It is directed by Adam Berg and animated by Digital Domain. The Real Deal campaign will be complemented by press advertising and will run until March 2013. According to Lisa Fielden, Toyota Brand and Digital Marketing Manager, the GT86 marks the beginning of a new chapter for Toyota.
For fans of Toyota, the 2012 Geneva Motor Show is an exciting event as it will mark the official debut in Europe of the GT 86. This 2+2 compact sports car was designed to deliver the purest of experience one can have from a classic sports car. The GT 86 is able to imbue itself with the spirit of many of the brand’s sports cars and give the driver what can be described as pure driving involvement.
Indeed, the new GT 86 is a driver-oriented car and was designed by a passionate team composed of engineers. It was then perfected through competition and was fine-tuned in order to please even the most selective of drivers. The reason why it is able to offer the pure joy of driving is because the GT 86 allows for a precise and almost immediate reaction to even the tiniest of steering inputs or throttle.
The bodyshell of the GT 86 is highly aerodynamic and positioned low. This same bodyshell has been stretched across all of the engineering hard points. Toyota revealed that this is because the new GT 86 makes use of a completely new platform. Thus instead of fitting it with the large displacement, also heavy, powertrain to get higher performance, the brand instead went back to its sporting roots.
As a result, the GT 86 could well be the only vehicle that has a rear-wheel drive and combined with a compact boxer petrol engine that is horizontally-opposed, free-revving, and front mounted. Because of this rather unique platform, the brand was able to use a compact four-seat design and combined it with a low center of gravity, low inertia, and light weight. This resulted in the GT 86 having one of the best power-to-weight ratio there is.
Due to these various characteristics, the GT 86 is able to have dynamic abilities that can easily be exploited and be greatly engaging while having a performance that is easily accessible. It does so with little electronic intrusion and thus enables driving pleasure to be maximized. No doubt the new GT 86 is for those who view driving not just merely a need but as a true passion. According to Toyota, sales of the GT 86 across Europe are scheduled to start in the summer of 2012.