Quebec Toyota dealers begin one-second ad campaign
By Adnews Staff
The Quebec Toyota Dealer Association broke a television campaign last week consisting of what the company describes as the shortest commercials ever aired in that province. The campaign, developed by Bleublancrouge, consisted of one-second ads for the Toyota Corolla. The creative took the form of an image of the vehicle and a voiceover saying, “Corolla.” The ads were inserted in unrelated 30-second commercials and in network promotional ads. “Our goal was to put the spotlight on a car that is so popular that no one ever notices it,” said agency creative director Gaëtan Namouric. According to the firm, the campaign resulted in a number of calls to television stations and car dealerships from viewers who assumed the one-second ads were the result of technical problems. The campaign will continue this week with a 30-second ad depicting various people on the street discussing the ads.