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Toyota debuts first BWM Dentsu campaign for RAV4 with Rusty and Another Guy

Toyota Rav4Six months after BWM Dentsu grew its share of the Toyota business in winning the RAV4 account, the agency has debuted a jingle-driven campaign inspired by the Cole Porter hit, Anything Goes.

The campaign is anchored with a 45 second brand commercial, supported by a range of light hearted variations involving two vaudevillian singers who extol the virtues of the vehicle’s luggage space.

Using goats, bikes and clowns, the ad pokes fun at the traditional way luggage space is portrayed in car advertising.

BWM Dentsu executive creative director Asheen Naidu said the agency had to work hard to break away from other messages in the market.

“The automotive sector is notoriously crowded. To get our message across we couldn’t rely on a cookie-cutter idea or execution – we needed to find a new way to stand out,” Naidu said.

“We intentionally took a different approach on this project. Creating bespoke executions for the traditional and digital components of the campaign allowed us to communicate the benefits of the new RAV4 in the way that would work best for each medium.”

The campaign was devised to be adapted across social channels and features promotion of Toyota’s “robot” braking systems, which step in to protect drivers and those around the car.

The blue-suited duo’s song devolves into a debate about robots overtaking the world overlaid with Terminator music.

The longer-form lifestyle ad that anchors the campaign is focused on the RAV4 on the road and uses a more traditional take on the song.

Credits:
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing

Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Revolver
Stephen Carroll – Director
Tobias Webster – Producer

Post Production: The Butchery
Graeme Pereira – Editor
Billy Wychgel – Grade
Drew Downes – Online
Music and Sound: Nylon
Stuart Welch – Sound Designer
Scott Langley – Music Arranger / Composer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”

Content Videos
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing

Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Infinity2
Dan Reisinger –Director
Annie Schutt – Producer

Post Production: Infinity2
Morgan Benson Taylor – Post Producer
James Ashbolt – Editor

Music and Sound: Nylon
Stuart Welch – Sound Designer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”

Performers: Rusty and Another Guy
Rusty Berther – Writer/Performer
Mike McLeish – Writer/Performer

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