The new TVC for Toyota Corolla highlights that it now comes with easy-to-wipe leather seats. To make the point, agency Draftfcb decided to make an ad about how much people love ice cream, and how messy that can be. (video)
When Sweet Spot Content (SSC) prepared its treatment for the script, its creatives saw a formula that perfectly illustrated Draftfcb's idea: Toyota is a family car and families love ice cream, but ice cream can be messy.
"SSC produced a beautifully clear and lucid treatment, distilling our script down into its key components so that we could measure every decision along the way against a neat checkbox, which helped to ensure that we stayed true to the brand and the idea, step by step and scene by scene," says James Cloete, Draftfcb's creative director.
Along with telling the story, SSC also found something special it could add to the film, which is a creative philosophy that it likes to bring to every project. In this case, the team decided to enrich the film artistically by creating a graphic, hyper-real and idyllic world of Corollas, families and ice creams, with each scene taking its art-directional cues from different flavours. Everything from the cast and locations, props and wardrobe to the colour of the sky and the paint on the walls was considered and then picked or thrown out according to whether or not they fitted with the flavour of the scene.
"Miles has a fantastic eye and an ability to bring his vision to light, while Gareth brings a wonderful art direction sensibility and organised way of thinking. So when you put them together, they are quite a formidable team," says Cloete.
Completing the collaboration, Linda Notelovitz adds much more than just her talents as a producer - she brings her vision as a creative and a filmmaker.
Sweet Spot Content
Producer: Linda Notelovitz Director (DP): Miles Goodall Co-Director (production designer): Gareth Paul
Left Post Production
Advertising Agency - Draftfcb
Chief creative officer: Brett Morris Executive creative director: James Cloete Creative director: Tian van den Heever Art director: Louise Hutchinson Copywriter: Frank Kunene Executive business Director: Mike Di Terlizzi Senior account director: Naadira Borah TV producer: Barbara Clarke
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