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Dentsu America: Toyota builds its machines from twigs and leaves
Toyota launched in the United States the largest in its history, an advertising campaign, according to AdAge - «Why Not?» («Why not?»), Created for her agency Dentsu America.
Promoting eco-friendly and cost-effective approach to making cars, the company hopes to establish a strong emotional bond with the Americans. The TV spot launched on national television, print and online -Advertising focus on the three pillars upon which the Toyota - commitment to the environment, impact on the economy and social responsibility.
TV spot - the most emotional part of the campaign. Minute Spot «Harmony» was shot in the National Park Banff from two directors, one of whom, Robert Richardson, was awarded an Oscar for his film "The Aviator." In the story, video, three people are building on the lake model cars of twigs, leaves and clay. Over time and under the influence of natural forces of the machine breaks down, but it it does not remain any dirt, except for core branches. Such is the simple metaphor is quite friendly to the environment and practical solutions to problems for Toyota «carbon footprint», which is now so worried about Americans.
Voiceover: «Can a car company grow in harmony with nature? Why not? Here at Toyota, we are committed to do not only with zero-emission cars, but also try to work without waste in everything we do. Because the best way to impact on the environment - is affected as little as possible at all ».
The campaign will last until March next year. Its price will be about 40 million dollars.
It is noteworthy that the output of the campaign coincided with discontent of "green", it has been against Toyota about a month ago. Different groups of Environmental Protection called group approach has finally accepted to the worldwide fuel economy standards. A reputable in the US Consumer Reports magazine removed from Toyota annually published list of "recommended for purchase" cars. The company's management says that the events in and out of the campaign in any way unrelated. And besides Toyota says that all these attacks on their side is not baseless. Concern continues to hold 60% of the US car market with a hybrid engine.
via # image5769705
Promoting eco-friendly and cost-effective approach to making cars, the company hopes to establish a strong emotional bond with the Americans. The TV spot launched on national television, print and online -Advertising focus on the three pillars upon which the Toyota - commitment to the environment, impact on the economy and social responsibility.
TV spot - the most emotional part of the campaign. Minute Spot «Harmony» was shot in the National Park Banff from two directors, one of whom, Robert Richardson, was awarded an Oscar for his film "The Aviator." In the story, video, three people are building on the lake model cars of twigs, leaves and clay. Over time and under the influence of natural forces of the machine breaks down, but it it does not remain any dirt, except for core branches. Such is the simple metaphor is quite friendly to the environment and practical solutions to problems for Toyota «carbon footprint», which is now so worried about Americans.
Voiceover: «Can a car company grow in harmony with nature? Why not? Here at Toyota, we are committed to do not only with zero-emission cars, but also try to work without waste in everything we do. Because the best way to impact on the environment - is affected as little as possible at all ».
The campaign will last until March next year. Its price will be about 40 million dollars.
It is noteworthy that the output of the campaign coincided with discontent of "green", it has been against Toyota about a month ago. Different groups of Environmental Protection called group approach has finally accepted to the worldwide fuel economy standards. A reputable in the US Consumer Reports magazine removed from Toyota annually published list of "recommended for purchase" cars. The company's management says that the events in and out of the campaign in any way unrelated. And besides Toyota says that all these attacks on their side is not baseless. Concern continues to hold 60% of the US car market with a hybrid engine.
via # image5769705
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