Toyota is launching a multi-million pound advertising strategy for the new 86 in UK, where it’s called the GT86. The Real Deal campaign, created by Saatchi & Saatchi London, celebrates Toyota’s return to its sports car heritage and reflects the good reviews the 86 has received for its great driving experience.
Launching today (August 17) with a 60-second TV spot, the Real Deal dramatises the story of a CGI bloke who has become tired of living in a superficial, artificial world. A 90-second edit has been seeded online, and you can view it here. Cinema spots are planned to coincide with the release of the new James Bond film, Skyfall.
It is said that Saatchi & Saatchi worked with some of the world’s best animators to create a computer game-style city, which, in the words of the animated hero, is one of “pixels, pretence and driver assist”. The hero turns to the underworld in his search to feel alive and finds the GT86, which he uses to break free of his unsatisfying, fake existence and escape into the real world.
The ad is set to the classic Edith Piaf song, Non, Je Ne Regrette Rien, and is directed by Stink’s Adam Berg, with animation by Digital Domain, the Hollywood digital effects house founded by James Cameron.
We ourselves have had some good times with the rather special Toyota 86 – no CGI, just an honest review with loads of pics.