…and a few lies. Check out how they’re revealed…
Saatchi & Saatchi London’s pan European campaign for the new Toyota Auris Hybrid that tells the truth, the whole truth and nothing but the truth.
It also tells a few lies. But viewers get to find out about them.
The ads feature, US actor, Regan Burns who stars in Disney Channel’s Dob with a Blog. He has been hooked up to a lie detector that gives him a buzz of the nasty kind (an electric shock) whenever he lies.
Of course, he does lie. About what he thinks about when driving, for example (It’s not philosophy. It’s his neighbour, Sandra). And the Toyota is fun to drive but doesn’t make him a better lover.
Andy Jex, executive creative director at Saatchi & Saatchi UK, noted, “Using an all-American spokesman with perfect teeth to tell you why you need the new Auris Hybrid may sound like we’re going back in time to the deceitful days of Don Draper, but no, throw in a lie detector and this is the most honest thing we’ve made all year. Really.”
The full campaign consists of a 75 second online film called The Truth, and three 30 second TV ads – The Truth: It’s Fun, The Truth: It’s Peaceful and The Truth: It’s Innovative.
It was filmed in Lisbon and directed by Martin Grainger. The online film, which launched on TME’s YouTube channel, also includes out-takes from the shoot, in which Burns falls asleep at the wheel, admits that he is not actually driving the car, and reveals that he’s naked from the waist down.
The TVCs will launch first in France, Spain, The Netherlands, Hungary, Czech Republic, Slovakia and Italy. They’ll run in the UK mid-August. The campaign is supported by 2 pre-rolls, 4 mini myth busters, digital display and print.
Dario Giustini, senior manager brand & communications at Toyota Motor Europe, commented, “Why shouldn’t we simply use a lie detector to demonstrate what real hybrid owners tell us…. that driving a Toyota Hybrid makes you fall in love with driving again.”
Creative Credits:
Agency: Saatchi & Saatchi London
Art director: Ben Robinson
Copywriter: Mike Whiteside
Executive creative directors: Andy Jex & Rob Potts
Production company: Moxie
Producer: Adam Saward
Director: Martin Granger
Music and sound: Factory
Post production company: Electric Theatre Collective
