|Agency||DraftFCB Cape Town|
Credits & Description
Three South Africans who had no idea they were being filmed feature in the television commercial devised by Draftfcb Johannesburg to launch the new Toyota Etios. Intended to fill the gap in the Toyota range left by the discontinued Toyota Tazz, the Etios has been designed to put the proverbial 'smile on its owner's dial' with its great 'smilage'; standard service plan, air conditioner and power steering, as well as ABS brakes, EBD and driver and passenger airbags. The agency's Toyota Group strategist, Justin Cloete, therefore briefed the creative team to develop a concept that would position the Etios as 'smiles ahead' and appeal to adults between the ages of 22 and 34 in the 7-8 and A/B LSM and income markets. To drive home the enjoyment of travelling in an Etios, executive creative director James Cloete; creative director Tian van den Heever; art directors Danni Meneghin and Nivedhna Maniduti; and copywriter Liam Galt opted to steer away from the standard motor vehicle TVC.