Toyota touts fuel efficiency in new campaign
By Adnews Staff
Toyota broke a new advertising campaign this week promoting the fuel efficiency of its vehicles. The campaign, created by Dentsu Canada of Toronto, consists of two 30-second television commercials for the Corolla sedan and the Tacoma pickup truck. Each ad is made from a series of 500 time-lapse still images shot from the driver's point of view within the vehicle, illustrating the range of things the driver can see between stops at a gas station. "Dentsu's new creative for Toyota is designed to highlight distance instead of speed, which is a big departure from the typical car spot," said Andy Shortt, the agency's co-creative director of the Toyota account. "The way we shot the commercials is also a big departure. By using stills the budget went much farther. The stills gave us a visual and edgy product and we were able to pull the whole thing together in a very short period of time." The ads will air in English and French until the end of the month, supported by point-of-sale materials at Toyota dealerships until the end of the year.