National pride is a wonderful thing. Tim Tams, Weet-Bix, Vegemite and rather a lot of beer brands know (and use) its power.
In 2014, 225,404 Toyota Yaris cars came out of the Valenciennes factory in the north of France. That puts this Japanese car on the top tier of cars made in France. The Toyota factory has 4000 employees and a daily production of more than 1000 vehicles. The Japanes company has clocked up a total of 2.6 million units manufactured in France since December 2001.
Toyota Yaris understands the power of the Yaris’ Made in France roots. And so early this year, the brand decided to launch a special edition, the Toyota Yaris France.
Saatchi & Saatchi + Duke France also understands the power of selling a car that’s “Made in France”. Selling a Japanese car as a Euro car is interwoven with that DNA.
The agency’s task was to make the message sexy. This is what the agency did:
“The TV commercial takes us backstage in the factory, the main roles being given to the production lines and to the factory’s employees. Around the Toyota Yaris, it is all the tools, robots, machines and precise gestures of the employees who ‘sing in unison’ the French national anthem, La Marseillaise,” Saatchi & Saatchi explained.
During the three days of shoot, the production team had to blend into the background in order not to bother the employees and, more importantly, never interrupt the production line. No actor is visible in the film, none of the actions have been choreographed. All of the moments were simply captured by Wilfrid Brimo’s camera during the manufacturing of the new Toyota Yaris France.
Brimo was struck by the numerous quality control steps operated through the production line. “I have never seen so many people caress cars,” he noted.
The advertising campaign, made in France, will cover TV, radio and digital from March 1.
People will also be invited to play a game on the Toyota Facebook page, attempting to reproduce the melody of the French national anthem La Marseillaise by clicking on a blue, white and red Yaris in order to win weekends in prestigious French chateaux.
Creative credits:
Agency: Saatchi & Saatchi + Duke
Creative director: Frederic Temin
Art supervisor: Nicolas Chauvin
Art directors: Philippe Rachel & Carl Harborg
Copywriters: Carl Harborg & Philippe Rachel
Production company: Wanda
Producer: Claude Fayolle
Director : Wilfrid Brimo
Post production company: Prodigious
Post producer: Franck Hervé Marc
TV Producer: Martine Joly
Sound producer: Boris Nicou
Music:
Composer & Author: DP
Title: La Marseillaise
Arrangements: Guillaume Le Guen & Yannis Dumoutiers
Sound studio: Capitaine Pilouf
