Toyota Radio TRAFFIC LIGHTS 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: And the lights go green...
MVO/FVO: ... and you’re...
MVO: ... off and the sun’s shining and it’s you and only you and then there’s a...
MVO/FVO: ... hill with one lorry trying to overtake another lorry and as they slow down you all slow down and then there’s the services and you’ve had enough so you ...
FVO: ... stop.
MVO & FVO in unison: The Toyota Prius, with Hybrid Synergy Drive, seamlessly switches between ...
FVO: ... electricity ...
MVO: ... and petrol ...
MVO/FVO: ... 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).