CLIENT
Toyota Motor Sales/Toyota Sienna 2004.
PRODUCTION CO.
Hungry Man, bicoastal/
international.
Hank Perlman, director; Steven Keith Roach, DP; Stephen Orent, executive producer/N.Y.; Dan Duffy, executive producer/L.A.; Thomas O’Malley, producer. Shot on location in Los Angeles and Palmdale, Calif.
AGENCY
Saatchi & Saatchi LA,
Torrance, Calif.
Steve Rabosky, chief creative officer; Bret Ridgeway and Matt Bogen, creative directors; Barney Goldberg and Greg Braun, associate creative directors/art directors; Michael Burdick and Max Godsil, associate creative directors/copywriters; Trevor Oldershaw, art director; Elissa Singstock, producer.
STOCK FOOTAGE
Image Bank Film by Getty Images, Los Angeles.
"If Kids Ruled The World."
EDITORIAL
FilmCore, San Francisco.
Doug Walker, editor; Brian Lagerhausen, assistant editor; Jon Ettinger, executive producer; Peter Jarit, producer.
POST
Company 3, Santa Monica.
Stefan Sonnenfeld, colorist.
R!OT, Santa Monica.
Jason Frank, online editor; Diana Young, producer.
AUDIO POST
RavensWork, Venice, Calif.
Robert Feist, mixer/engineer.
MUSIC
Elias Arts, bicoastal.
Christopher Kemp, composer; David Gold, creative director; Ann Haugen, executive producer.
Asche & Spencer, Venice, Calif. and Minneapolis.
Thad Spencer and Chris Beaty, composers.
SOUND DESIGN
RavensWork.
Robert Feist, sound designer.
THE SPOTS
Four commercials show a world where kids help design the 2004 Toyota Sienna. "Inspiration" (:60/:30) features automobile designers meeting all the challenges posed to them by a group of young girls. "Crash Test Teddy" (:30) shows a youngster fastening the seatbelt around her teddy and doll for a crash test that focuses on the anti-lock brake system and side-impact air bags. The spot ends on the little girl enjoying a tea party with the Toyota designers and her "friends." In "Kids’ World Dealership" (:60/:30) ), an adept young salesman touts the joys of the "biggest Sienna ever." "Everything kids want," he says, "and everything you need." In "If Kids Ruled The World" (:30), children tell viewers what they’d do if they were in charge ("I’d bring all my toys everywhere," "I would order all 31 flavors," "I’d bring four hombres to my cousin’s house.").
Spots broke April 7.