Saatchi & Saatchi and Toyota Know What You Like…on Facebook

By Patrick Coffee 

Targeting: it’s all the rage on your mobile-optimized social networking platform.

Saatchi & Saatchi L.A.’s latest work for Toyota takes that personalization thing to a new level with the help of our once-favorite X-Man.

The agency recruited James Marsden and a bunch of outdoorsmen who aren’t currently occupying a government building in Oregon to help promote Toyota’s new RAV4 Hybrid model. In the anthem spot, which launched earlier this week, Cyclops finds himself in a bit of danger.

That was kind of interesting/confusing, but the real story behind this campaign is the fact that Saatchi made “more than 100 short clips” that will be served to various users based on their Facebook likes.

For example, here’s one that you might see if you “liked” Playstation and FanDuel.

You’re stylish and tech-savvy, just like the all-new RAV4 Hybrid.

Posted by Toyota USA on Tuesday, January 12, 2016

…and for the tech lover in your friend group. (The punch line is pretty good.)

You’ll appreciate the all-new RAV4 Hybrid’s available Integrated Navigation system.* James does.

Posted by Toyota USA on Tuesday, January 12, 2016

Is scuba diving one of your chosen hobbies?

With 194 net hp in the all-new RAV4 Hybrid, getting to your next adventure is half the fun.

Posted by Toyota USA on Tuesday, January 12, 2016

Self-referential humor is always fun, and the green screen tells us that Saatchi kept expenses down when filming these variations. According to Campaign, “three different clips combine to make [each] single spot” featuring all the odd things that you may have clicked, and this equation makes for more than 100,000 possible videos.

It’s an imprecise science at the moment, but this is exactly the kind of campaign Facebook wants you to make. Saatchi worked with Portland’s Cloneless Media to get the content done as quickly as possible.

Burrell Communications also made another series of spots starring campaign go-to Keegan-Michael Key that debuted this week, but that’s a different thing entirely.

It’s worth noting that the public gets confused and possibly even fearful when answering poll questions about targeted ads. (They’re really not big on geolocation.)

Also, Facebook embeds are THE WORST, ugh.