Buddy on small screen again for Toyota SA

Developed by Draftfcb Johannesburg and breaking mid-November, the ad is for the Toyota Fortuner and takes the wise-cracking Boxer into the African bush where he verbally harasses a pack of inquisitive wild dogs running alongside the versatile vehicle... while mimicking the hushed tones often used by wildlife documentary commentators.

Once again, the commercial was developed by Draftfcb Johannesburg's creative team of Brett Morris, James Cloete and Ivor Forrester, and relied on clever direction by Dean Bloomberg of Bouffant Productions and extensive post-production by Sinister Studio to ‘bring Buddy to life' as he has the only ‘talking part' in the script.

Buddy's antics, and his unusual appearance - he sports a muscled Boxer body and face but human lips - are fast making him a welcome guest in TV rooms and lounges nationwide.

According to Draftfcb South Africa's Group Executive Creative Officer, Brett Morris, Toyota has received numerous calls from ordinary South Africans who thoroughly enjoyed the first two ads featuring Buddy and wanting to know when he'll be getting up to new tricks.

“When the public begins to mimic a character, or incorporate an ad's copy into their speech, that's when you know the advertising has captured their imagination.

“When they start calling or writing in to suggest their own scenarios for future ads, that's when you know they have really taken your marketing tack to heart, and that is exactly what's happening with Buddy,” he said. “It is very gratifying, and humbling.”

Buddy was developed to remind consumers that Toyota vehicles are ‘loyal' and will never let their owners down, trust being the one quality Toyota truly owns, the one characteristic its competitors can't challenge it on.

Added Toyota South Africa's Vice President of Marketing Planning & Communications, Marius Vorster: “We are cognisant of the fact that now is an opportune time to build share of voice, which should translate into market share once the economic recovery begins.

“Our strategy for capturing the lion's share of voice during 2009 and going forward was to develop a creative thread - Buddy - that would have relevance for all Toyota brands and all our marketing requirements.

“In adspeak, 'Buddy' represents a different approach to take advantage of the opportunities presented by these challenging times; and he's doing us proud,” he said.

Click here to view the ad. [4MB]