The latest Toyota Yaris ads are part of a new campaign by the car maker to target a younger audience through rap- and pop-style messaging.
The campaign, which was developed by Saatchi & Saatchi and built around the tagline "The smart money’s on Yaris," includes three 40-second commercials directed by Jones and Francois (makers of videos for the likes of Madonna and Justin Timberlake). The commercials are partially animated, styled after pop and rap videos and are centered around songs (the one shown here features the song, ‘But, Can You Do This?’) that pinpoint the Toyota Yaris’s features, such as its touch-screen multimedia system and agile driving ability.
Brand and digital marketing manager of Toyota Lisa Felden had this to say about the new, youth-focused Toyota Yaris Ads: "The light-hearted and dynamic approach is designed to reach out to a fresh audience for the Yaris, showcasing the pioneering, clever and creative features of the Yaris in a dynamic new light."
Partially Animated Car Commercials
New Toyota Yaris Ads are Inspired by Pop & Rap Videos
Trend Themes
1. Partially Animated Advertising - There is potential for brands to create partially animated ads inspired by pop and rap culture to better reach younger audiences with dynamic and interactive content.
2. Rap & Pop-style Marketing - Brands can leverage pop and rap-style messaging to engage younger audiences and showcase a product's features in a fun and relatable way.
3. Celebrity Director Collaborations - Partnering with celebrity music video directors to create visually stunning ads and incorporate popular songs is an innovative way for brands to differentiate themselves and stand out in a crowded market.
Industry Implications
1. Automotive - Automakers can experiment with modern marketing techniques to better target younger audiences and promote their vehicles in a more dynamic and engaging way.
2. Marketing & Advertising - Marketing agencies and ad firms can explore the potential of partially animated ads and collaborate with celebrities in the music industry to create visually striking campaigns that resonate with younger viewers.
3. Entertainment - The entertainment industry can collaborate more closely with brands on visually stunning ads that feature popular music and progressive animation techniques, creating more exciting and engaging advertising content.