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Creative

Conill Saatchi & Saatchi's New Campaign for Toyota Gets Emotional

Saatchi & Saatchi Worldwide, 3 months, 2 weeks ago

The new ad is filmed on location at the iconic Circuit de Monaco

Conill Saatchi & Saatchi's New Campaign for Toyota Gets Emotional

A life-long sibling rivalry, one bold wish and the world’s most iconic racecourse set the stage for an emotional new campaign for the 2017 Toyota Camry by Conill. Filmed entirely on location in Monaco, the work tells the story of two brothers whose competitive spirit culminates in a once-in-a lifetime opportunity to race each other at the famed Circuit de Monaco.

Over the course of the twists and turns of their friendly competition, the brothers find that their love for one another outpaces their competitiveness. The full-length 90-second commercial launched last week on YouTube and other digital outlets. 30 and15-second versions of the work are running on network properties, along with 6-second YouTube bumper ads.

“Camry is the flagship of Toyota that represents the soul of the brand,” said Conill Executive Creative Director Diego Yurkievich. “The vehicle exudes style and is fun to drive, making it a catalyst for unique experiences. Consumers have a very special relationship with Camry – a true love for the brand and car. We had to deliver on those deep feelings authentically and felt that it was best expressed through a real relationship that transcends words and language. An emotional connection in the purest sense.”

Directed by Armando Bo, the 2014 Oscar-winning screenwriter of Birdman, the 90-second version of “Monaco” captures the emotional bond between the brothers in stunning visual fashion. The production of took place during a logistically challenging four-day shoot that required multiple cameras, a Russian arm and aerial drones.

“We really wanted to picture Monaco in a glamorous way, avoiding stereotypes and clichés about this wonderful city,” said Bo. “We were looking for Monaco´s real backstory and the important people who were there. Not the Casino and the glitz. We wanted to know how a regular guy would feel if he had a chance to drive his car in the Circuit De Monaco. But most of all, we wanted you to care about these guys and their big dream.

An originally scored soundtrack perfectly complements the work and tells the narrative through classic swing jazz reminiscent of the great popular crooners of the mid-twentieth century. Produced by Personal Music in Miami, the music was recorded by Grammy winning musicians and composers Alexis Estiz and Alberto Slezynger.

Advertiser

Director: Armando Bo

Creative Agency

Copywriter: German Libenson

Executive Creative Director: Diego Yurkievich

Group Account Director: Anabel Ordoñez

Account Executive: Ruben Sierra

Chief Strategy Officer: Verena Thompson

Senior Planner: Megan Taylor

Client Servicing: Cilmara Santos

Associate Creative Director: Federico Durán

Account Supervisor: Julia Sanchez

Senior Account Executive: Gabriela Acevedo

Group Strategy Director: Jennifer Dellapina

Music and Sound

Recording: Tono Studios

Music Agency: Personal Music

Offline

Editor: Pablo Piriz

Edit Company: Pixel Power Post

Post Production / VFX

Post Production House: The Mill Los Angeles

Colourist: Mike Pethel @ BeachHouse

Production Company

Production Manager: Marcelo D’Ovidio

Production Designer: Charly Carnota

Production Company: Rebolucion Los Angeles

Producer: Alejandro Rossi

Executive Producer: Jorge Larrain, Patricio Alvarez Casado

DOP: Christos Voudouris

Genre: PR