Toyota creates ultimate driving track for new 86 model
Car manufacturer Toyota has created the ‘ultimate driving track’ to showcase its new model, the Toyota 86. The work features Japanese race driver Keiichi Tsuchiya, known as the ‘drift king’ creating a race track in the Australian outback using the car.
The campaign also features a microsite to demonstrate the car’s features and the release of a preview of the TVC to Facebook fans before the commercial was screened on Sunday night.
The work was created by Publicis Mojo Sydney and directed by Patrick Hughes from Finch. The car itself is subject to a five month waiting list, causing some Facebook commenters to question the need for a TVC.
This is a halo car for Toyota – something they’ve been missing for years. Of course it makes sense to make a TVC – they’re trying to get people to re-appraise the brand.
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He must be a good driver. I could never get tyres to squeal on dirt.
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Awesome.
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Interesting that different countries have completely different campaigns to sell this particular car.
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Isn’t there some particular rule around advertising of vehicles where it can’t be seen to be driven out of control, fast or in a dangerous manner.
I can’t see how this particular TVC is on air. I wonder how long before its removed.
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i saw the tvc, nice car, nice ad… however i didnt get the dirt track he made at the end. is it suppose to look like Australia??
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Fantastic piece of celebrity endorsement getting Keiichi Tsuchiya out from Japan to headline the ad. It’s also a nice nod to the man who made the original AE86 “Haichiroku” famous.
Toyota is going about promoting this the right way. A sports car should be shown as a special event, a marquee. Especially this model which is the beginning of a whole new direction for the brand.
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Andrew, you obviously work for Toyota. Maybe try and mask your affiliation a more bit next time, eh?
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Brian,
An IP check suggests that you’re mistaken.
Cheers,
Tim – Mumbrella
The track isn’t meant to look like Australia, it’s meant to be an “ultimate track” for this car.
Car enthusiasts probably won’t ‘get’ this ad, but for the target parted, it’s pin-point perfect. Although as one of the people on the waiting list for an 86, I too share the same concerns advertising it will delay my order more!
Please Toyota, don’t tell anyone else about this car until mine arrives 😉
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Whoops, above comment was meant to read “non-car enthusiasts won’t get it”
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