The recent Toyota Yaris commercial, conceptualised by Draftfcb, produced by Fresh Eye Film Productions and directed by Jonathan Parkinson, is a young and fun look at setting the pace in all aspects of one's life, while capturing the spirit of the car and its intended market.
"The Toyota Yaris has always been a vehicle for ambitious people, and the new generation Yaris is no different. Our brief was to develop a commercial to launch the new Toyota Yaris to the target market and at the same time reinforce the positioning that this vehicle is for those on their way up in life," says Mike Di Terlizzi, business unit director for Draftfcb.
"With it being a totally new model, we needed to ensure whatever we did highlighted the new features of the vehicle while depicting its driver as an ambitious go-getter making his way up the ranks through his love, social and business life. Ambitious people are always one step ahead of their peers, and with the Yaris you will always be one step ahead," says Di Terlizzi.
"The Toyota Yaris commercial was a great experience - fun and quirky!" says Jonathan Parkinson - Director for Fresh Eye. "It was very cool to work with a new team to TV - Dani and Liam, I really enjoyed their close collaboration and input. There was a lot to shoot, with many different and complex elements.
"There were stunts and special effects 'on the run' (literally) - and all in a limited space of time (such is our business!). However it all went smoothly, and I am very happy with the end commercial, we really made the brief come to life to get the best out of the brief and the job," says Jonathan.
Martina Schieder, Producer for Fresh Eye adds, "It was important to get the right locations for each scene, from the suburban setting to the business and nightlife scenes, to ensure the underlying story spoke for itself. Logistically we didn't want to travel too far for all the shoots, so we sourced locations for each scene that were close to each other, even using the same location between day and night shoots. We also only used a core group of extras to cut costs and then reused them in the different scenes. It also meant a lot of running for the extras on all the shoots. But it was still a lot of fun throughout the shoot for everyone."
"The working relationship with Fresh Eye was fantastic, Jonathan brought a lot to the table when he came back with his treatment and added to the humour and story telling of the ad. From start to finish the entire shoot process was handled professionally even on a tight shooting schedule and I truly believe the team at Fresh Eye put their all into making this such a great commercial," concludes Di Terlizzi. Agency:
Fresh Eye ProductionsDirector:
Martina SchiederVideo Link: http://www.youtube.com/watch?v=MKbw2B6iRiU