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.
