Toyota Radio TRACTOR by Saatchi & Saatchi London

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Industry Cars, Automotive products, services and accessories
Media Radio
Market United Kingdom
Agency Saatchi & Saatchi London
Creative Director Paul Domenet, Andrew Clarke, Kash Sree
Account Supervisor Crystina Cinti
Released March 2005

Credits & Description

Advertising Agency: SAATCHI & SAATCHI, UNITED KINGDOM, London
Creative Director: Paul Domenet/Andrew Clarke
Scriptwriter: Matt Powell-Perry/Mat Joiner
Agency Producer: Michael Blunt
Account Supervisor: Crystina Cinti
Sound Engineer: David Lazaro

Script in English
FVO: The car ahead stops so you stop. And wait and wait...
MVO/FVO: ... then you’re moving and wonder why you ever stopped at all...
FVO: ... then you’re stuck behind a tractor you can’t overtake because you’re on a bend then a hill ...
FVO/MVO: ... then you seize your chance and ...
MVO: ... with joy you overtake and accelerate along the open road...
MVO/FVO in unison: The Toyota Prius, with Hybrid Synergy Drive, seamlessly switches between ...
FVO: ... electricity ...
MVO: ... and petrol ...
MVO/FVO in unison: which benefits us all by cutting emissions and optimising fuel economy. That’s why it’s been voted car of the year 2005.
MVO: Today.
FVO: Tomorrow.
MVO & FVO: Toyota.
Brief Explanation
The idea uses a combination of a male and female VO to symbolise the petrol and battery combination that powers the Toyota Prius. When the car is motionless we only hear the FVO. When the car is accelerating we only hear the MVO. At all other times we hear varying combinations of the two, depending on how fast the car is moving.
The MVO was cast with a Scottish accent, the FVO with a southern accent to further accentuate differing characteristics of the Prius engine (petrol and electricity).