Toyota South Africa’s good-looking; slick-talking; fast-moving spokesdog, Buddy, shows a newcomer to the television commercials industry the ropes in a new Toyota ad that broke on 23 April.
Developed by Draftfcb Johannesburg to launch the Toyota Auris X range, the ad opens on a wide shot of the hatchback parked in front of a sea front promenade. Buddy and his friend, a Chihuahua, look admiringly at the car as Buddy sings its praises. To highlight just how exhilarating the Auris Sport X is, Buddy growls the sound of the engine – it’s deep; rumbling; and sexy. ChiChi – that’s his cohort’s name – attempts to emulate him, with no success. The engine sound he makes is high-pitched and weedy. The camera flits between Buddy and ChiChi as Buddy demonstrates again and again... but ChiChi just can’t get it right and continues to get it wrong. An action shot of the Auris Sport X on Sir Lowry’s Road out of Somerset West follows before the camera cuts to Buddy and ChiChi sitting on the back seat. “I told you it goes Grrrrr,” says Buddy but ChiChi fails with an “eeeeehhhh”. Buddy turns to the audience in confidence and mutters under his breath: “hopeless”.
Commenting on the latest execution, Toyota SA’s Senior Manager: Marketing Communications Planning & Advertising, Pieter Klerck, said: “While Buddy has been exceptionally successful as the lone spokesdog for Toyota SA, we agreed with the agency that the time was right to introduce a sidekick, somedog who would act as a foil for Buddy’s rapier wit and offset his rugged athleticism.
“Of course, it doesn’t mean Buddy is giving up his solo career but every star seeks to collaborate with other actors from time to time, to extend his range and grow. We’re certain Buddy will continue to a great job for Toyota on his own or as part of a larger cast.”
Added Draftfcb Johannesburg Executive Creative Director, James Cloete: “Because breaking through media clutter and upping noting and liking scores while working frugally with Toyota’s budgets are our key objectives, humour and instant brand association, are vital to the success of our Buddy strategy. Having ChiChi to call on means we can explore new storylines and up the voltage humour-wise, which will assist us continue to meet our goals.”
The new Toyota Auris X television ad is supported by print advertising and a digital game hosted on a microsite,
www.aurisx.co.za.