Ad of the Day: Toyota

A virtual driver wants to be real in Saatchi's mind-bender of a spot

Do you enjoy alternate-reality films? Do you enjoy dystopian video games? Do you enjoy the hackneyed one-liners often found in alternate-reality films and dystopian video games? Then you'll love Saatchi & Saatchi's spot for the Toyota GT86 sports car—an ad that manages to distill various clichés from The Matrix and a host of Christopher Nolan films into a CGI-illustrated dissertation on reality.

The CGI star of the spot, directed by Adam Berg, is a guy stuck in a noir-ish world that's "just pixels, pretense and driver assist" (whatever that means) and is clearly not enjoying himself. So, he swings by an unmarked warehouse, filled with vintage hanging lightbulbs and a very unattractive man eating an enormous burger, where he discovers a Toyota GT86 under a drop cloth. This car, he proclaims, is "real."

To the tune of Edith Piaf's "Je Ne Regrette Rien" (which, by utter coincidence, was also used as the "kick" music in Inception), the CGI dude goes on a joyride around the city, feeling alive. Unfortunately, he tells us, "feeling" is a capital offense, so he flees the cops and ends up on the city's outskirts, where a digitally created wall signals "the end of the world." Except, of course, it's not. The man drives through the barrier and emerges in lush, green, non-CGI reality.

Pretty high concept for a car commercial. But will the fantasy make a real difference to the model's bottom line?

CREDITS

Client: Toyota

Spot: "The Real Deal"

Agency: Saatchi & Saatchi, London

Executive Creative Directors: Paul Silburn, Kate Stanners

Copywriter: Rob Potts

Art Director: Andy Jex

Planner: Tom Callard

Producer: Kate O'Mulloy

Production Company: Stink

Director: Adam Berg

Producer: Ben Croker

Animation, Visual Effects: Digital Domain

Chief Creative Officer: Ed Ulbrich

Executive Producer: Scott Gemmell

Visual Effects Supervisor: Vernon Wilbert

Visual Effects Producer: John Kokum

Visual Effects Coordinator: Cody Shelley

Computer Graphics Supervisor: Ron Herbst

Previz Artist: Niles Heckman

On-Set Integration, Tracking: Michael Lori

Rotoscope: David Wilson

Character Animators: Greg Breitzman, Anthony Rizzo, Althea Suarez Gata

Character Rigger, Digital Artist: Tim Petre

Digital Artists: Bekah Baik, Casey Benn, Dave Carlson, Greg Gangemi, Robert Kim

Effects Artist: Ken Jones

Compositors: Scot Hale, Dave Takayama, Ned Wilson, Niles Heckman, Soyoun Lee, Marcel Martins

Flame, Compositor: Jeff Heusser

Postproduction: MPC

Audio Postproduction: Wave

Music: Edith Piaf