The new television commercial from Draftfcb for Toyota Land Cruiser is full of the steep climbs, heart-stopping declines and torturous turns you’d expect from an ad demonstrating the off-road capabilities of a luxury 4×4 but it’s the unexpected twist in its tail that nails home the joy of driving such a vehicle.
Created by Draftfcb and shot from the perspective of a driver tasked with mapping out South Africa for Google Street View, the ad starts out where so many 4x4s are to be found these days – an urban environment.
Before long, the road winds along a sandy track through rocky terrain, the driver having now left suburbia but continuing to shoot for Street View. There’s a pause as if he is contemplating his options and then the vehicle turns off-road and begins to climb.
Finally, we see the driver’s end point, a beautiful view. The Toyota comes to a stop, the door slams and the driver comes into view holding his lunch box inferring that, with a Land Cruiser, even the mundane – like finding somewhere to eat your midday meal – is an adventure.
Flighting on national television, the ad encourages viewers to view the Land Cruiser through different eyes,” said Draftfcb Executive Creative Director, Mike Barnwell.
“Instead of focussing on product features – the norm for most vehicle advertising – this commercial highlights the freedom and adventure you can enjoy, every day. Land Cruiser makes you feel in charge of your own destiny, powerful and free; in a word, ‘extraordinary’.”
The ad was shot in Cape Town by Egg Films and post production was handled by Black Ginger and Upstairs Post. A raw, almost industrial and rugged sound track by Tommy Tucker Inc adds to the disruption created by Draftfcb’s unique approach.
The ad has already taken its first award, a second place in the Creative Circle’s April 2013 Ad of the Month Awards.
Watch TVC below: