Toyota's Automotive Robots Want a Break from Building in Corolla Spot

Dean Blumberg is a VFX marvel for Toyota Corolla vehicle range. 

The campaign, which includes a series of TVC films and social media content was conceived by FCB Johannesburg in South Africa. Production was handled by Massïf Films and in the driver’s seat was none other than Dean Blumberg, who was also at the helm of Toyota’s Buddy campaign, one of South Africa’s most beloved and most memorable advertising campaigns to date.

Giant international car manufacturer and South African favourite, Toyota, launched the campaign to showcase one of its most popular vehicle ranges, the Corolla. The campaign doesn’t simply share some additional product features, but also introduces the All-New Toyota Corolla, a new generation sedan with wall-to-wall features and fresh design feel.

The campaign follows humorous day-in-the-life scenarios of a group of automotive robots working in a state of the art Toyota factory. Each of the commercials feature some incredible CGI work by CHOCOLATE TRIBE in Johannesburg.

The project makes use of intricate CGI character development and animation flourishes to create a group of characters that everyone can relate to even though they are large automotive robots. To breathe life into the robot characters the campaign enlists some of South Africa’s top comedians. From the onset, the approach for the commercials was based on the comedians’ performances and voice recordings. These voices and personalities were then brought to life over months of tireless work by the Post Production animators.

For Dean Blumberg the ability for audiences to relate was important. As he puts it, “It’s your everyday office politics. The work grumbles we can all relate to. The only difference is that the heroes are two ton automotive robots.

The Office, Parks and Recreation were strong inspirations for us as we set out to create a group of characters that were very locally South African but universally lovable.”

The project launched on South African TV about a month ago and since then has branched into social media, online as well as cinema with various new cuts, new social media specific pieces and print.