Toyota switches Yaris work from Saatchi & Saatchi to Droga 5
Toyota has added Droga 5 to its advertising roster, handing the agency work previously done by Saatchi & Saatchi where many of the senior Droga team previously worked, reports the Sydney Morning Herald.
Droga 5’s first ad- for the Yaris – is already on air.
According to the Herald‘s Julian Lee, one reason for the shift of Toyota’s Yaris business was last year’s disastrous social media campaign which saw a Saatchis’ organised film contest select as its winner a spoof “she can take a good pounding” ad for the car that made global headlines as being offensively sexist.
Toyota now has four agencies on its roster, wiht Publicis Mojo and Oddfellows the other two. According to the SMH article, Droga 5, Saatchis and Mojo have been asked to consider a replacement for the long-running “Oh what a feeling” tagline.
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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That is so average.
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Someone remind me again what the name ‘Droga 5’ actually means… for now, it sounds like it’s either a planet from Star Trek or a Yugoslavian boy band from Eurovision ’86.
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Someone
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it’s one TVC dude … let’s see what else they serve up
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This is from a few years ago when they were only Droga 4.
https://www.youtube.com/watch?v=DCqvYaxJv24
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They’ve already destroyed one great line ‘for a hard earned thirst’ replacing it with a) the drinking beer then b) Real. Both forgetable.
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What a really cute and hot guy in the ad…however my gran drives a Yaris so I’m still not convinced they are cool car just because you put a trendy guy in it.
@Peter – agree, average.
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shouldn’t they all be shouting “eureka!”
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So this is the kind of work you have to do to win a piece of business?
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They should kill two birds with one stone and have some other whitegoods in the ad, like refrigerators or washing machines. To try and paint a Toyota other than whitegoods on wheels is an alternate reality.
Of course many people are after exactly that, they want to buy whitegoods on wheels. A charisma free zone.
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@eek – hilarious. In true D5 style, I’m sure every hipster in East Sydney will be sporting that haircut this summer.
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Its really interesting how people find it easy to express negative opinion through blog comments. I thought this TVC was fairly decent. It held a single minded proposition that reflects the brands values and it was well produced.
Good stuff Droga 5
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Another loss for Saatchi & Saatchi? Don’t want to see Toyota drop off their register after losing David Jones!
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toyota marketing team “can i have my money back please?’
this is so ordinary..surprised the smart cats over at D5 dished this drivel up
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Jack – if you were in advertising you would know someone called David Droga.
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Look, positively, the strategic thought of big ideas in little spaces is special – I buy that. But, not so positively, the execution reminds me of Saatchi’s Commbank’s “yes” ad, Optus long-running “yes” and City Ford’s we say “yes” more often… why not just stick with the simple idea?
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The sad thing is if you had this ad on your reel you wouldn’t get hired at Droga5.
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This is one TVC in what is an entire campaign. Did you expect any agency to reinvent the wheel straight up on a TVC for a car with high sales expectations?
Let’s see what they do with all the other pieces of consumer comms and then make a call.
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Amen to Comment 17.
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Tim @5:22 are you saying because Toyota have ‘high sales expectations’ they have to do a pretty poor TV ad? Only bad ads sell? I think if you went to any of David Droga’s speeches you know he argues the opposite.
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Most people on this blog just like to throw stones instead of saying anything constructive.
Put your money where your mouth is or just shut it?
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All I notice is that whatever Droga do gets ripped to shreds by all and sundry…
I think it’s a jealousy thing, frankly.
Not saying the ad is a Cannes contender… but Toyota ads – Swagger Wagon aside – are pretty much the same regardless of agency. The common denominator? The client.
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Reminds me of this:
https://www.youtube.com/watch?v=fzbHJKZ4fL0
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