Toyota Motor North America and Saatchi & Saatchi unveiled this “A New Story Begins” campaign for the automaker’s new vehicle: the first-ever Toyota C-HR.
The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. “We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age,” said Renato Braga, Saatchi & Saatchi’s creative director.
The debut spot in the campaign is this one directed by Noam Murro of Biscuit Filmworks which reimagines a modern version of the Cinderella fairytale. “Cinderella,” which screened recently in cinema theaters, reimagines a modern version of the Cinderella fairytale. Played to a backdrop of urban city lights, Cindy is stuck working late while her co-workers go to a fashion show. Like the rebellious Toyota C-HR, she takes charge and breaks the rules of conformity and escapes in her present day Toyota C-HR carriage.
Credits
Client Toyota Motor Sales, USA, Inc. Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; Fabio Costa, executive creative director; Renato Braga, creative director; Avram Klein, associate creative director/copywriter; Andrew Reizuch, associate creative director/art director; Alfredo Adan, sr. art director; Albeto Portas, sr. copywriter; Robison Mattel, art director; Gabriel Morais, copywriter; Lalita Koehler, executive director, integrated production; Sara Seibert, director of content production; Pamela Parsons, executive content producer; Antonietta Croft, broadcast producer; Nick Ngal, executive producer (360); Kristen Hosack, music supervisor. Production Biscuit Filmworks Noam Murro, director. Editorial Rock Paper Scissors, Biff Butler, editor; Rebecca Baker, Denice Hutton, producers. Finishing/VFX/Design The Mill Chris Knight, Robert Sethi, creative directors. Telecine Shed Yvan Lucas, colorist. Music “Bibbidi-Bobbidi-Boo,” courtesy of Walt Disney Music Company, re-recorded by Future Perfect. Sound Design/Audio Post Michael Anastasi, sound designer; Rohan Young, mixer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
