Toyota Yaris aims new ad campaign at Sex and the City fans
Toyota is today launching an ad campaign with a Sex and the City-like theme, aimed at attracting female consumers under the age of 35 to its Yaris brand.
The animated TV ad, created by Oddfellows, features illustrations by artist Megan Hess, who designed all Candace Bushnell’s Sex and the City book covers.
The ad will air on pay TV, as well as in Val Morgan cinemas nationally as part of a deal which will see it take one of the ad slots before each airing of the movie, Sex and the City 2.
The campaign will be supported by advertorials and ads in Cosmopolitan magazine which will also feature Hess’ illustrations.
Loretta Law, Toyota Motor Corporation Australia manager passenger advertising, said: “This audience of young women represents almost a third of the light car segment; the communication strategy clearly is to bring to life the style and sophistication of the Yaris for this audience.”
Credits:
- Ad agency – Oddfellows
- Executive Creative Director – Wayne Maloney
- Creative Directors – Mark Sheridan & Jo Meadows
- Agency Producer – Carolyn Thomas
- Account Director – Nadine Fine
- Media agency: TMS
- Production: Rotor Studios
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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While I love what Oddfellows have done with this TVC, I am shocked to discover they have not credited the Art Director at Cosmo advertising for coming up with the initial in mag illustrated creative that they developed this from.
If one wants to blow their creative trumpet,be original or be transparent about your role.
thats all.
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Well done to Oddfellows for avoiding the misogynistic crap that usually accompanies “chick car” ads – Jackie O leaving her handbag on the roof; Kim Cattrall faking orgasms; those Thomas-the-Tank-Engine ads where the mean cars bitch “SURGERY!” about our female hero car.
Oh yeah, and let’s not forget that Yaris ‘live pitch’ shocker from last year, “Clean Getaways”.
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On the topic of professional etiquette, I wonder if Oddfellows tweets about this article, if they’ll credit @mumbrella as the source?
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Interesting. What this should have said is that the TVC is based on a bespoke in-mag campaign created by Cosmopolitan that was extended into other mags, online and also a TVC (very nicely I might add) produced by Oddfellows. Not the other way around. Created by Oddfellows? The whole campaign idea and original art direction came out of Cosmo and Cosmo creative. Credit where credit is due guys!
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What film will Toyota be utilising to target the male population of the same demographic?
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Justine & Nicole, Full press release is at https://www.youtube.com/user/OddfellowsAustralia
It includes this para: “The TVC concept has been developed from the bespoke advertorials created by Cosmopolitan magazine for the brand, and featuring the Megan Hess illustrations. Other media initiatives include Cosmopolitan Magazines series of advertorials, double page spreads, extensions into other magazines and online.”
No false credit-taking intended…
All the best,
James Welch
Suit & PR kid at Oddfellows.
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The Kim catrell orgasm ad was written by an all female team… And effectively ran the tiida into the ground
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Thanks for clarification James – and again congratualtions on a really beautiful TVC.
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That James Welch guy… what a gentle man… might text him for a beer, hmmm
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