Saatchi launches Toyota's latest spot

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Saatchi & Saatchi’s TVC for Toyota Australia features two choreographed dancers moving in unison to demonstrate the benefits of Toyota’s Hybrid Synergy Drive (HSD) Engines.

Shot in a single take by directors Ne-o at Stink London, the TVC shows two men reading the newspaper and working at their desk as though they are joined together.

With four hands instead of two, their movements are far more efficient than if both men were moving solo.

Its aim is to demonstrate a highly mechanical concept in a human way: that electric and petrol engines work ‘Better Together’ inside Toyota’s HSD Engines.

“People are very conscious of the environmental advantages of hybrid engines, but they’re now looking for other benefits. We wanted to shift the focus from just the environment and demonstrate that Toyota’s HSD Engines also offer better power and efficiency,” says Steve Back, executive creative director at Saatchi & Saatchi in Sydney.

“The challenge was to make the benefits of Toyota’s HSD Engines more understandable for consumers and I think we’ve achieved that in a very simple and creative way. Toyota are really excited about it, which is why it’s now rolling out in other markets,” says Back.

The commercial required two weeks of choreography practice before the dancers were ready to film their routine in a single 55s take, without VFX or post.

The concept was created by Pete Galmes and John Mckelvey, of Southpaw, for Saatchi & Saatchi.

“We wanted to present a human take on a technology that’s normally quite cold and complicated. Alone the petrol engine and the electric motor both have limitations, but combined they have greater efficiency. Two things working together are inevitably better than one,” says Mckelvey.

The soundtrack – a duet of two perfectly synchronised humming voices – was composed by Pendle in London.

CREDITS
Client: Toyota Australia
Title: Better Together
Agency: Saatchi & Saatchi Sydney
Executive Creative Director - Steve Back
Creative Director - Dave Bowman
Art Director - Peter Galmes (Southpaw)
Copy Writer - John McKelvey (Southpaw)
Agency Producer - Barbara Devlin
Director - Ne-o
Production Company - Stink London
Stink Producer - Juliet Naylor

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