Saatchi & Saatchi teamed up with Internet prankster Rahat to launch a new multichannel campaign promoting the Toyota Aygo.
Part of the “Go Fun Yourself” campaign, the debut spot features Rahat slipping into a costume that perfectly matches the seats of the Toyota Aygo, making the car appear to be driving itself. He then drives around Europe with a hidden camera documenting people’s reactions. That’s right, another hidden camera prank video. If you’re tired of these already, you might want to head elsewhere, because the 90-second “Who’s Driving” — set to the Fratelli’s track, “Chelsea Dagger,” and directed by Smuggler’s Jamie Rafn — doesn’t do a lot to distinguish itself from the pack.
The spot will launch the “Go Fun Yourself” Pan-European integrated campaign on TV, in cinemas, and online — supported by social and print components — today, in markets including the UK, France, Italy, Germany and Denmark. “Go Fun Yourself” attempts to “emphasize Aygo’s image as the playful, dynamic car of choice suited to those that don’t take themselves seriously.” Aimed at a younger audience, the campaign will comprise a series of prankster-style videos and social activity which will roll out across the year.
“Aygo is not just another car, so for the launch we wanted to do things differently,” said Stephane Rydlewski, brand & communication manager, Toyota Europe. “With ‘Go Fun Yourself’, we found the perfect way to express the true spirit of the car – fun, provocative & irreverent, without taking ourselves too seriously. We all have this fun inside, we just need to let it go. This is the magic of the new AYGO campaign.” Stick around for credits after the jump.
TITLE: “Who’s driving”
CLIENT: Toyota Motor Europe
ADVERTISING AGENCY: Saatchi & Saatchi London
EXECUTIVE CREATIVE DIRECTOR: Paul Silburn, Kate Stanners
CREATIVE TEAM: Brittany Poole, Todd Grinham
PLANNER: Paulo Carvajal
ACCOUNT HANDLER: Theresa Risdon, Mauro Messina
PRODUCER: Rebecca Williams, Michael Hanney
MEDIA AGENCY: Zenith Optimedia International
PRODUCTION COMPANY: Smuggler
DIRECTOR: Jamie Rafn
EDITOR: Marshall Street
PRODUCER: Ray Leakey
POST-PRODUCTION COMPANY: Prodigious
AUDIO POST-PRODUCTION COMPANY: Grand Central
DATE RELEASED: June, 12th 2014
CITY / COUNTRY: Denmark, France, Germany, Italy, UK
EXPOSURE: Digital, TV, Cinema