Saatchi & Saatchi Stokes French National Pride for Toyota Yaris

By Erik Oster 

Saatchi & Saatchi + Duke teamed up with production company Wanda to celebrate France in its spot for the new Toyota Yaris France model.

To illustrate the “Frenchness” of the car, they craft a version of La Marseillaise (the French national anthem) from the sound of machinery at the Toyota factory in Valenciennes, France. While creating music out of found sounds for the purpose of advertising is certainly nothing new, here it functions as a simple and direct way to deliver the spot’s message. The ad ends by informing viewers that “Toyota Yaris is the most manufactured car in France.”

The campaign rolls out in broadcast, digital and radio beginning on March 1st. Its digital component will include a site where visitors can attempt to re-create La Marseillaise for a chance to win a stay in a prestigious French chateau.


Advertiser: Toyota
Agency: Saatchi & Saatchi + Duke
Market: Automobile
Toyota Communications Team: Gilles Quetel, Carine Paris


Production house: Wanda

Producer: Claude Fayolle
Director: Wilfrid Brimo
Creative Director: Frederic Temin

Art Supervisor: Nicolas Chauvin

Artistic Director: Philippe Rachel – Carl Harborg

Copywriter: Carl Harborg – Philippe Rachel

Agency Account Team: Julie Ricart, Alexandre Guillot, Nicolas Fisz
TV Producer: PRODIGIOUS, Martine Joly
Post-Producer: PRODIGIOUS, Franck Hervé Marc

Sound Producer: PRODIGIOUS, Boris Nicou

Composer: DP

Author: DP

Title: La Marseillaise

Arrangements: Guillaume Le Guen & Yannis Dumoutiers