Building on from the launch of the first-generation Toyota Starlet in 2020, the all-new Toyota Starlet is not only big on space, but on fun too. Since its introduction into Toyota’s Small Car stable, the Toyota Starlet has been the second-best selling car in its category and has been extremely well-received by the market.
“We have created a FUN Small Car Universe within the Toyota stable, so continuing the fun in the new Toyota Starlet campaign was a no-brainer,” said, Tian van den Heever, ECD of FCB Joburg.
When FCB Joburg first started to investigate the mindset of our target audience, they soon realised that millennials, who are the target market for the Toyota Starlet, want a car that is not only affordable, spacious, practical, and good value-for-money, but a car that inspires a sense of youthfulness and fun in the day-to-day grind. And of course, the car needs to look good with any outfit!
According to Tasneem Lorgat, Senior Advertising Manager of Toyota SA; “The all-new Toyota Starlet is the perfect package; an affordable car that also provides a wide range of ‘fun stuff’ that our target audience want in a car.”
Armed with the ‘adulting’ insight, the car and the success of the previous 2020 launch, FCB Joburg got to work to evolve the Make Space For Fun campaign.
“The success of the 2020 launch, meant we wanted to keep some of the key elements from the initial campaign, namely our characters and that inner sense of fun,” said Van Den Heever.
Starting with the TVC – our original characters haven’t let the last two years of growing up put a dampener on their day-to-day fun. From the way they dress, the way they communicate and the fun they get up to, our Small Car Universe characters have just amped up the fun with a game of “Tag” made all the more interesting with the help of their Toyota Starlets. “This ad allowed us to show off all the tech, features and colours options of the cars, while showing our audience that being an adult doesn’t have to be boring, especially when you’re in a Toyota Starlet,” added Van Den Heever.
The TVC has one extra bit of fun up its sleeve, in the form of a classic song: “U Can’t Touch This” by M.C. Hammer. This toe-tapping track directly relates to the concept of the TV commercial and ties the ad together in the most fun way possible. You can watch the ad here: https://youtu.be/eOoc4_p58rl8
Make Space for Fun in the all-new Toyota Starlet. Because when you make space for it, fun will always find you.
CREDITS
Creative agency: FCB Johannesburg
Group Chief Executive: Brett Morris
Executive creative director: Tian van den Heever
Creative Director: Jonathan Wolberg
Business unit director: Wendy Lundie
Senior manager of advertising: Tasneem Lorgat
Brand manager: Lensha Dlamini
Art Director: Sheldon Ford & Patrick Pearson
Copywriter: Jessica McTeer & Matthew Shafto
Communication Strategic planner: Antonio Petra
Digital Strategic planner: Langelihle Sithole
KAM: Sibusiso Zondo
TV Producer: Nakita Bolus
Production house: Hungry
Director: Kofi Zwana
Post-Production: #Post
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