AFRENGLISH by DraftFCB Johannesburg for Toyota

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AFRENGLISH

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Industry Cars, Hybrid Cars
Media Radio
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Brett Morris
Creative Director Grant Jacobsen
Account Supervisor Mike Di Terlizzi
Production SONOVISION STUDIOS
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA
Product/Service: TOYOTA PRIUS HYBRID
Agency: DRAFTFCB JOHANNESBURG
Executive Creative Director: Brett Morris
Creative Director: Grant Jacobsen
Scriptwriter: Jonathan Stilwell
Agency Producer: Karin Keylock
Account Supervisor: Mike di Terlizzi
Advertiser's Supervisor: Pieter Klerck
Production Company: SONOVISION STUDIOS, Johannesburg, SOUTH AFRICA
Sound Studio: Sonovision Studios
Sound Engineer: Kitso Moremi
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: DRAFTFCB JOHANNESBURG, SOUTH AFRICA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANN: A Hybrid is defined as something that consists of two or more different things to achieve a particular goal. The Toyota Prius is a Hybrid. It’s a combination of a petrol engine and an electric motor. This combination takes fuel efficiency in thee motor industry to the next level. In fact, you can save up to seven kilometres of fuel per litre. It also has many other features that makes it more eco friendly. Maybe all people will speak one language in the future. But for now, the Prius is the best example of the hybrid, not so? (In English) Lead the way. (In Afrikaans) Lead the way. SFX: Toyota mnemonic ANN: Toyota.

Full script of the ad in the original language
ANN: A Hybrid is gedefineer as something wat bestaan uit two or more verskillende things om n particular doel to achieve. Die Toyota Prius is a Hybrid. Dis n combination van a petrol enjin and an electric motor. This kombinasie takes fuel efficiency in die motor industry to die volgende vlak. In fact, jy kan tot sewe kilometres meer fuel per liter save. Dit het also baie meer features wat dit meer eco friendly make. Miskien sal all people in the toekoms one language praat. But for now is die Prius the best voorbeeld of the Hybrid, nie so nie? Lead the way. Neem leiding. SFX: Toyota mnemonic ANN: Toyota.

Brief Explanation
Rationale: In order to demonstrate the Toyota Prius as a hybrid, we created an ad using a hybrid language. We used words from the two main languages used by our target market to create a single language which, though understandable, didn’t work quite as well as the Prius does.