Toyota debuts first BWM Dentsu campaign for RAV4 with Rusty and Another Guy
Six 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.
https://www.youtube.com/watch?v=MyJKOhoH4hM&feature=youtu.be
“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.
https://www.youtube.com/watch?v=vRQHwaSoQ8U&feature=youtu.be
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.
https://www.youtube.com/watch?time_continue=30&v=QL6VMdd78DQ
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
Cute, but it’s not, as the article says, “inspired by the Cole Porter hit, Anything Goes” – it is that song.
Only difference being new lyrics, and one very doubtful uke chord in the first verse.
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Australian “creativity” in a nutshell. It’s sad to see how amateurish our industry is. It reeks of desperation.
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Like the singing Telstra stuff they used to trot out: only a lot, lot worse.
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Did it really take all of those people credited to make this piece of crud? Autonomous braking? Avoiding yaks? Like watch a RAV 4 crash in slow motion.
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Is there anyone in Australia that hasn’t been credited for that ad?
this is the worst ad i have ever seen
im impressed
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A new low
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Looks like when you sell out, you really do sell out.
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First of all, they had better strap that goat down. Fines for unsecured loads can be pretty big.
Second, do car ads have any real affect on a persons purchase? They just seem to be all based around some gimmick, or just out right annoying. (I bought a Jeep or ZOOM ZOOM)
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So that’s an ad clearly designed to communicate a single feature of the car. Fair enough, it does that. Except it happens to be a fairly common feature.
What else have you got?
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Hey Mumbrella check this out from 2003.
https://youtu.be/icnuKHupsEw
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