Unsuspecting drivers took the test drive of their lives as part of this campaign for the new Toyota Etios. Months of pre production and extensive collaboration between Draftfcb and Groundglass Productions went into the creation of this reality based TVC.
Drivers were offered the experience to test drive the new Toyota Etios and unbeknownst to them, a wonderful and weird route had been plotted for their journey in and around Heidelberg in Gauteng. Hidden cameras caught the drivers’ reactions to the surprises on the trip.
A bigger interactive campaign by Draftfcb is on it’s way along with a behind the scenes look at the making of this TVC and various virals, so keep a look out at www.etios.co.za.
Credits:
Executive creative director: James Cloete
Creative Director: Tian van den Heever
Copywriter: Liam Galt
Art director: Danni Meneghin and Nivedhna Maniduti
Strategic planner: Justin Cloete
Key account management: Mike Di Terlizzi, Greg Baker
TV production: Barbara Clarke
Media planners: Gwen Bezuidenhout, Thulani Nombewu
Production company: Groundglass
Director: Duvan Duran
Editor: Duvan Duran
Post-production: Riot/Blade
Music: Gerdus Ooosthuizen and lyrics by Tamara Dey
8 Comments
Awesome, test driving a car is usually so dull. just a drive around the block. Love it
Fantastic work guys! Well done
That’s pretty rad. Would dig to see how many people bought a car after this.
Demitri this isn’t about the number cars sold, it’s about brand building. I love this and think Draftfcb has done a great job.
Thanks QwaQwa for telling me exactly what this campaign is. I’m clearly retarded. That said, I took a break from hitting myself and eating play-do to entertain my curiosity and wonder just how many cars were sold. I would imagine a stunt like this would have some pretty positive effects. The ‘viral’ would act as brand building, but the stunt would certainly help inspire the unsuspecting test-drivers to purchase. Shoo. I’m hungry. Time to munch on some excrement.
This is such an awesome idea, and I’m sure if you were in the car it would feel very impressive. but it doesn’t really work as a TV ad.
It feels somewhat underwhelming and the awesomeness feels very sparse. It’s like watching the very watered down version of that OK Go chevy video. But as a test drive it’s amazing.
Sob sob…Demitri why do you hate me? I’m sorry for being so rude…forgive me.
QwaQwa I stood on a piece of lego. That stuff hurts. I might have channeled my fury through the comments section.
I have sheathed my sword. Here’s a digital white dove.
Speaking of swords, did anyone see the latest episode of Game of Thrones? Holy kak in a cup. That was awesome.