The TVC was created by creative director Tian van den Heever, art directors Georja Romano and Fezi Mpembe and copywriters Tracy-Lynn King and Nhlanhla Ngcobo. The brief was put together by Toyota South Africa’s senior manager of marketing and advertising, Tasneem Lorgat and her team.
"The new Toyota Rush, which debuts in the highly competitive SUV market, targets young, aspirational South Africans aged between 25 and 34 who love adventure and travel," says Lorgat.
She adds, "The new Toyota Rush has a lot going for it – a great price, impressive specifications and a host of desirable features such as its generous space, high ground clearance, touchscreen multimedia system, and 17 inch alloy wheels, to name a few. But, more importantly, it makes road tripping anywhere, easy."
The TVC features five individuals and the journey they take in their new Toyota Rush.
"There is an interesting thing that happens when people travel. Jokes like ‘somebody’s doing well’ or ‘look who’s living the life’ pop up in conversation between friends and colleagues – and that’s exactly what we wanted to tap into here," says van den Heever.
"Travel makes a lifestyle statement, and the new Toyota Rush has the ability to reward the target market with travel level status," van den Heever adds.
"Travel gets you out of all the usual the spaces where everyone else is — and that in itself raises the bar on the type of life you’re living and puts you on a new level," says van den Heever.
"As an entry level SUV packed full of all the features, you need to go where sedans and hatchbacks can’t. We’re really selling access to travel and the lifestyle status that it brings," van den Heever adds.
Shot by Robin Goode Figment Films over four days in the Tankwa National Park and the Cederberg, the ad is scheduled to flight for three months from the first week of July. It is supported by cinema, social media, digital media, radio, print and outdoor.
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