Draft FCB Cape Town does all the advertising for global motor vehicle company Toyota. They have recently launched a new campaign showing the next generation of our favourite advertising animal, Buddy the dog! We all know him and most likely laugh or smile when we see his adverts. This new advert was released on July 17th and pays homage to some of the vintage Toyota vehicles, as well as some of the new models.
“The ad, which launched on July 17, opens in the family’s TV room; they’re watching a good old-fashioned slide show, albeit using newer technology. Alongside Buddy sits a younger Boxer, whose name is Junior. We see typical slice-of-life shots – on the farm, moving house, at the drive-in, washing the car, camping, a wedding and so on. In each shot is a Toyota… and a Boxer; if not Buddy, one of his relatives. It is very clear that both vehicles and pooches have been vital members of the family for many years, sharing adventures and making memories over many generations.”
“Buddy narrates the slide show explaining who each family member – and Toyota – is in each shot. The youngster is far more impressed by the vehicles than anything else on screen.” – Biz Community
The first ever Toyota Corolla
2010 Toyota Corolla Model...They have come a long way!
According to Toyota SA’s Senior Manager: Marketing Communications Planning & Advertising, Pieter Klerck, the agency was briefed to show Toyota’s strong product line and capitalise on the brand’s rich heritage.
Now that he has had a ‘child’ who knows how long Buddy and his family will be gracing our screens in the future. A really great character and a brilliant campaign. I really enjoy the relationship Toyota have created since the introduction of this character to their adverts! Buddy doesn’t stop there either, his TV adverts are supported by radio and a below the line print campaign.
It's a dog eat dog world in the motor industry 😉
