Cannes Lions
SAATCHI & SAATCHI FRANCE, Paris / TOYOTA / 2009
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Toyota, partner of French Football Team during the 2008 European Cup speaks on TV during the national team's matches. The idea is to bring the brand closer to the values of the football by making the splash. The concept is the one : making fun of the football players little failings to present the Toyota Yaris. The copy uses a typical moment in matches : the wound simulation. In the three films, a french supporter parks his Toyota Yaris when suddenly, the car parked behind his watching closely at the scene and tries to explain him he did nothing, that the car is faking it.On the occasion of every meeting of the french national team, Toyota broadcast a dedicated film : France/Italy, France/Holland and France/Romania.
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