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Toyota Canada put a historical spin on its latest cinema ad thanks to some research from its agency of record, Saatchi & Saatchi.
"We found this statistic that we thought was pretty incredible," said Brett Channer, chairman and executive creative director at the Toronto agency. "More than 80% of all Toyotas sold in Canada over the last 20 years are still on the road today. We wondered how we could tell people that in a way that’s not just a stat."
The data comes from research conduced by R.L. Polk Canada Inc.
The ad, which began running in theatres on Dec. 18, is set in a drive-in theatre. A man gets into his car and watches a series of historical events projected on the screen. Each event, from Nelson Mandela’s release from prison in 1990 to the Blue Jay’s World Series wins, takes place within the statistical lifetime of the car.
The ad ends with the 20-year statistic and shot of a new Toyota.
The spot was created specifically to run in-cinema, though Channer said a television version could follow. Current online advertising also ties in to the 20 year messaging.
"[Toyota] likes cinema," he said. "We get good [recall] results from it. Those ads create good drama for the brand."
