Toyota Film CUT THE CORD by Bouffant, DraftFCB Johannesburg

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CUT THE CORD

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Industry Cars
Media Film
Market South Africa
Agency Bouffant
Agency DraftFCB Johannesburg
Director Erik Van Wyk
Executive Creative Director James Cloete
Creative Director Tian Van Den Heever Ltd
Art Director Alan Lewus
Copywriter Morne Stydom
Account Supervisor Mike Di Terlizzi, Greg Baker
Released April 2011

Credits & Description

Category: Cars
Advertiser: TOYOTA
Product/Service: AYGO
Agency: DRAFTFCB SOUTH AFRICA
Production Company: BOUFFANT, Johannesburg, SOUTH AFRICA
Date of First Appearance: Apr 15 2011
Executive Creative Director: James Cloete
Creative Director: Tian Van Den Heever
Copywriter: Morne Stydom
Art Director: Alan Lewus
Agency Producer: Rachel Andreotti
Account Supervisor: Mike Di Terlizzi/Greg Baker
Director: Erik Van Wyk

English Description
The Toyota Aygo is a new vehicle to the South African market. It is an “entry level” vehicle, perfect for the first car or the first time buyer. Which is why, when tasked to launch the Aygo, we got to thinking about young people and what it was like before you got your first set of wheels. That awkward, restricted time when you were reliant on your parents or friends or the goodwill of your family to get to where you wanted to go. That time in your life when it was like you still had your umbilical cord attached.

In this advert we see many young people getting awkwardly caught by their umbilical cord in daily life situations. A young man stands in a butchers holding his cord sees 2 young women stepping into a Toyota Aygo without theirs attached. He goes to a Toyota dealer where he steps into an Aygo, His cord then falls off and he drives away.