Saatchi & Saatchi, Sydney Brings Out the ‘Bad in Dad’ for Toyota

By Erik Oster 

Saatchi & Saatchi, Sydney has a new campaign for Toyota, entitled “Bad in Dad,” featuring one dad’s “bad” antics, attributed to his new Camry RZ.

Set to George Thorogood’s ubiquitous “Bad to the Bone,” the dad is pictured using his leaf blower to blow leaves onto the neighbors yard (kind of funny), spraying his wife with a hose (cute) and embarrassing his son with the locked door trick as he picks him up from soccer practice (just plain cruel). The narrator at the end of the 45-second spot asserts that the new Camry will “bring out the bad in dad,” making the positioning of the vehicle as the motivator behind dad’s behavior explicit. While he may occasionally step over the line, the dad’s antics are mostly presented as the kind of things most of us think about doing, don’t, and then wish we had, which fits with the vehicle’s presentation as a sort of liberator. Stick around for credits after the jump.



Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Damon Stapleton
Creative Director: Steve Carlin
Producer: Sarah Nicholls
Art Director: Sam Chappell
Senior Copywriter: Dan O’Connell
Executive Producer: Nick Simkins
Agency Producer: Kate Gooden
Managing Partner: Ben Court
Account Director: Deborah Heap
Senior Account Manager: Michael Demosthenous
Director: Scott Pickett
Production Company: Jungleboys

Sound: Rumble Studios

Post production: Method Studios
Editor: Adam Wills