Toyota campaign shows people seamlessly weaving through life
Toyota is promoting its new car model Toyota Vios with the ‘Move Your World’ campaign.
Toyota has partnered up with Ogilvy Singapore and Great Guns Asia to deliver the campaign, which follows three pedestrians as they weave through life, encountering various obstacles on their journey. Whether they’re walking or jogging, or looking up or down at their phone, they easily navigate whatever they find in front of them to ultimately reach their vehicle – the Toyota Vios.
The spot has been created by Ogilvy Singapore’s chief creative officer Nicolas Courant, creative director Paul Kemp and associate creative director Ginny Lim, and was shot in Bangkok and directed by Great Guns’ Bruce St Clair.
Working from the concept of ‘weaving through life’, St Clair immediately envisioned pedestrians avoiding each other, dodging collisions, running backwards and other movements that would reflect the Vios’s capabilities. Realizing the opportunity to create these quirky moments in real-life environments, the team worked with a trio of models and a choreographer to craft the sleek performances.
St Clair said: “This was a really fun brief to work from, as we looked to balance the quirky choreography with Toyota’s overall aesthetic. The concept of the spot could really be transposed anywhere, so it was really a case of balancing this real-life environment with the more surreal elements. Then we just had to make sure we dodged the tropical rain happening across Bangkok!”