Ad of the Day: Toyota

A cat risks every one of his nine lives for one more ride in that Corolla

Cats hate being packed up in crates and dragged to the vet. But maybe they'll relent—hell, maybe they'll start to enjoy it—if you drive them there in a Toyota Corolla.

That's the premise of this amusing new 90-second spot from Toyota New Zealand (via Saatchi & Saatchi in Auckland) starring an exceedingly furry feline who enjoys his time in the Corolla so much that he begins to orchestrate accidents that force ever more visits to the animal hospital. The first injury, a broken leg, may be unanticipated. But once exposed to the luxurious interior of the 2013 Corolla, the cat is hooked—purring ferociously and already planning his next trip. He subsequently negotiates run-ins with a lawnmower, a cement mixer, a neighbor's Great Dane and several other potentially lethal adversaries. Eventually, he appears to take things too far—allowing himself to be swallowed whole by a street sweeper. (Sooner or later, every junkie hits rock bottom.) But even this proves not to be the end of our hero, who evidently has been graced with more than the usual nine lives.

Save for a few beauty shots, and a cursory pan of the interior, the spot says almost nothing about the product—insert any other car, and you've got an identical commercial. Even the tagline, "Feels good inside," is exceedingly vague. Still, with its purely viral backbone—cats and slapstick violence can't lose—this kind of storytelling will get plenty of exposure for the brand, while also lending it a playful air.

But kitties—don't try this at home.

CREDITS

Client: Toyota New Zealand

General Manager of Marketing: Neeraj Lala

Marketing Manager: Andrew Davis

New Vehicles Marketing Team Leader: Michael Shepherd

Agency: Saatchi & Saatchi, Auckland, New Zealand

Executive Creative Director: Antonio Navas

Creative Directors: Corey Chalmers, Guy Roberts

Co-creatives: Sarah Litwin-Schmid, Emily Drake

Head of Content: Jane Oak

Head of Planning: Murray Streets

Group Account Director: Mark Cochrane

Art Director: Emma Guadagni

Media Director: Sally Falconer

Production Company: GoodOil

Director: Hamish Rothwell

Producer: Sam Long

Director of Photography: Crichton Bone

Editor: Peter Sciberras

Online: Nigel Mortimer, Blockhead

Audio Post: Liquid Studios

Music Composition: Elliott Wheeler

Music Production: Turning Studios

Audio Postproduction: Liquid

Sound Engineer: Craig Matuschka

Animal Trainer: Caroline Girdlestone

Media Agency: Starcom

Public Relations Agency: Wright Communications

Digital Agency: Aim Proximity