The hybrid car took its place in the automobile marketplace without a great deal of fanfare. Until now. The&Partnership and Toyota have given hybrid cars their moment in the spotlight as one of history’s significant automobile innovations.
The multi-market campaign, Move Ahead, which is being used to launch the Corolla 2.0 Hybrid Powertrain in Europe also aims to reinforce Toyota’s leadership in hybrid technology, with its fun way of looking at the history of cars – a race, in which the Corolla outperforms all. The ad underlines Toyota’s hybrids as a no-compromise choice when it comes to performance. Toyota’s self-charging hybrid electric powertrains also offer exceptionally low emissions and high fuel efficiency and are able to complete half the average European commuter journey with no emissions at all.
Phil Beaumont, creative director at The&Partnership, commented, “From horse to hybrid, this is a simple story of progression. The car market is evolving, leaving buyers confused. This creative aims to bring clarity. Positioning Toyota’s next-generation hybrid engines ahead of the pack, as today’s only, truly viable, progressive choice.”
Andrea Carlucci, marketing director, at Toyota Motor Europe, stated, “Corolla Hybrid is genuinely fun to drive; delivering the perfect combination of comfort, cornering ability and fuel efficiency. Move Ahead; The campaign that we’ve created with The&Partnership captures this. It’s testament to our work with the agency to date and marks a truly transformative moment for our brand and the automotive industry.”
The campaign TVC aired first in the UK, will run across Europe and is supported in digital, social, OOH and print.
It was shot over five days in Teruel, Spain on a Sony Venice digital cinema camera, by Rogue’s Sam Brown and Mark Jenkinson.
Rogue/Carnage director, Sam Brown, noted, “From the moment we read the script, we were excited about the ambition and challenges it posed. It was such a pleasure bringing this to life, and teaming up with Mark on the project was fantastic. We hope the unadulterated fun of making it comes across in the finished film.”
Post-production was carried out by The Mill & Alumina Studios. Peter Hodsman, lead artist The Mill, commented, “To complete the dreamlike look of a never-ending expanse of road, Mark’s signature sweeping Russian arm moves were flown over three kilometres of Teruel’s finest runway, skid marks and all. There were multi-take car plates for the ensemble shots to composite, airport markings to remove and road markings to restore. To add to the atmospheric environment, we simulated extra smoke passes in Nuke. We end the spot driving into the sunset, over the iconic Nelson Mandela bridge on the outskirts of Barcelona and towards the city we generated for the finale.”
Credits
Agency: The&Partnership
Executive Creative Director: Andre Moreira
Creative Team: Phil Beaumont
Head of Art: Dan Beckett
Head of Art Buying: Emma Modler
Planners: Simon Ringshall & Hannah Fisher
Head of Integrated Production: James Miller
Executive Producer: Daniel Healy
Production Assistant: Dale Chapman
Account Director: Faye Gunter
Production Company: Rogue & Carnage
Directors: Sam Brown & Mark Jenkinson
Executive Producers: James Howland & Ben Hampshire
Producer: Tom Farley
Cinematographer: Ottar Gudnason
Editor: Amanda James @ Final Cut
Photographer: He&Me
Retouchers: Holger Egbers & Markus Behrens
Post Production: The Mill & Alumina Studios
Post Production Producers: Mia Saunders & Kayleigh Macdonald
VFX: The Mill
Creative Director: Mike Chapman
VFX Supervisor: Peter Hodsman
Colourist: Mikey Rossiter
Audio: Grand Central Sound Studio
Sound Engineer: Munzie Thind
Music & Sound Company: The Elements Music
Sound Arranger: Guy Farley
Client: Toyota Motor Europe
General Manager Brand & Marketing Communications: Sevilay Goekkaya
Senior Manager Marketing Communications: Veronika Chufistova
Marketing & Communications Manager: Jan Verhaegen
