Toyota targets under 35 year old females in a new tactical Yaris campaign via Oddfellows, Sydney
Toyota, via roster shop Oddfellows, Sydney, is launching a new tactical Yaris campaign to engage with a target audience of under 35 year old females.
The animated TVC features illustrations by the acclaimed artist, Megan Hess, who designed all Candace Bushnell’s Sex and the City book covers. Hess has also illustrated for some of the world’s top fashion magazines and worldwide ad campaigns. The TVC campaign will be aired in line with Yaris’ Follow Film package for Sex and the City 2 in cinemas nationally, as well as highly targeted Pay TV programming.
The TVC concept has been developed from the bespoke advertorialscreated by Cosmopolitan magazine for the brand, and featuring the MeganHess illustrations. Other media initiatives include CosmopolitanMagazines series of advertorials, double page spreads, extensions intoother magazines and online.
Loretta Law, Manager PassengerAdvertising at Toyota Motor Corporation Australia, says: “This audienceof young women represents almost a third of the Light Car segment; thecommunication strategy clearly is to bring to life the style andsophistication of the Yaris for this audience.”
TVC Credits:Oddfellows: Executive Creative Director – Wayne Maloney; CreativeDirectors – Mark Sheridan & Jo Meadows; Agency Producer – CarolynThomas; Account Director Nadine Fine. Media agency: TMS. Production:Rotor Studios.
37 Comments
pretty ad for a butt ugly car. what was that about how to polish a car that looks like a turd?
The flash sideways in Lost is actually the afterlife!
haha 3:31 that’s gold.
Too many commercials like this, and no bloke is going to be seen dead driving a Yaris…
Should have stuck with “i’ll have her on her back by 11”
nice animatic. rubbish ad.
Feels like it needs a VO for lazy people like me who can’t be bothered to read scripty typefaces
Why the fuck to advertising people think chicks like butterflies?????
Oh well done 3:31, aren’t you clever?
Isn’t it fun to mindlessly ruin things for everyone?
Drop dead.
Oh boo hoo 5.11
By the way, when Jack dies on the island, the dog turns up.
Where the fuck had he been?
In one of the final episodes of “Get Smart”, 86 and 99 get married.
So there!
shame and lame
Animatic needs work.
Pretty, chickified, and not take-your-breath-away but fresh and charming.
Great track too.
The doctor goes crazy in the last episode of MASH. He kills a baby.
3:31 – I’m sure you think you’ve been clever, but all you’ve really done is annoy people – how terribly advertising of you.
8:01 – I apologise.
Kind of like how when in the afterlife Ben apologises to Locke. You’ll know what I’m talking about when you see it.
I think this ad is lovely. And I look forward to seeing it when I see Carrie and the girls at the movies. It is well targeted, well executed and hits the spot. Why can’t blokes on this site comment intelligently about an ad aimed at women?
So under 35 y.o females like boring ads do they?
Speaking of Sex and the City, does anyone else think SJP is looking more and more like Witchiepoo these days?
The reason women liked SATC was because it had humour, wit and clever writing. All of which are missing in this ad.
I’m in the ‘target market’ and think this is a load of crap. Why do we keep being stereotyped as airhead blondes who like nothing other than fashion and butterflies – the same woman who would rather buy a pair of stilettos and a handbag than a car (9.51 you should be ashamed). Please give me some credit and put an idea in your ads!
why doesn’t she jump?
If you make an ad showing Sara Jessica Parker getting punched in the face, I will buy your product.
4:34pm. We’re blokes lining up to buy a Yaris in the first place?
Where’s the jump at the end? This ad would’ve been perfect if they hadn’t left it out. Come on Oddfellows, put it back in.
9.51 here. I’m female, and I’m not particularly girly girl myself, but I don’t object to seeing some nice imagery and a slow pace. Who cares about the butterflies? They’re purdy.
Maybe I’m getting soft. Maybe this ad is soft. But I see so many ‘power women’ ads like Nurofen-swigging cat burglars, smug Gen Ys zipping around in their fab lives and super mums whipping up meals, it’s nice to see a car ad for a woman that’s not full of adrenalin and attitoood. That’s all.
And isn’t the point of this ad that she likes stilettos, handbags AND her car?
(And who says if you like perfume and fashion, you’re an airhead? Now, who’s stereotyping who?)
Ms 10:23 has a good point. This ad will be condescending to a lot of women.
It really is a lazy, first-thought, done-to-death strategy, “Oh and like SATC is SO hot right now and women LOVE to shop darling and giggle and gossip and drink Cosmopolitans and you know, like, the whole social butterfly thing, we could use pretty butterflies…”
I mean really, it’s only idiot women who want to be SJP or, if they’re a bad cougar, actually believe they ARE Samantha.
how shit is that Sunbeam spot?
Yes, 11:50 it’s time we got stuck into that Sunbeam rubbish. Who can we pillory for that travesty? Yaris is innocuous wallpaper, but Sunbeam is trying soooooo hard to be….what exactly? Imagine the agency selling the idea. The client would have been wetting their pants coz it’s got lots of product, but the end result is so cringeingly corny.
I like it.
It is a soft sell that will certainly be a breath of fresh air around Harvey Norman spots.
It’s aimed at young ‘ladies’ so it doesn’t need beer and breast shots and iritating voiceovers to make it noticable.
Unless you’re a female young thing that likes that sort of stuff in ads.
I like meatballs.
Why show butterflies? Easy, because we can’t show rack and sausage.
Embrace the butterfly.
An ad aimed at ‘ladies’ doesn’t have to be boring tho. Use some humour, an idea, an insight at the least, this is a wasted opportunity. The Perfect Italiano – ricotta ads are aimed at women, they stand out because they’re funny, this won’t.
Tampons & pads aside. isn’t the trick in advertising to pitch your product at women in a way that doesn’t patronise them – while simultaneously not alienating 50% of the population?Especially the 50% that have such a profound influence in the car segment and who now wouldn’t touch a Yaris with a bargepole because it’s now so overtly associated with pretty little butterflies and girlie shoes etc etc. Strip away the style and this is dumb, dumb marketing. Irony is, it’s probably a good car.
How does this ad patronise women?
That’s someone projecting their own pre-conceived ideas methinks.
Just coz an ad shows a woman in a dress trying on perfume and shopping for shoes, and it does it in a very stylised illustrative manner, how the hell is that patronising? It doesn’t say she doesn’t have a double university degree and a highly important well-paying job, it doesn’t say she’s ONLY interested in pretty things and she’s a bimbo.
It’s just a feminine illustrative style. Jeez. It’s a simple well-targeted ad.
And if the media is well-targeted too as I suspect it will be, potential male Yaris buyers wouldnt even see this communication.
They will be targeted in some other ballsy CGI ad later no doubt.
Awful. I too am in the target market, but certainly didn’t make the decision to buy my last car because it comes in “10 lovely colours” and “loves long legs”…
Cars are still a major purchase, and given the fact that this isn’t a luxury vehicle that will give you any sense of lifestyle I find it very unlikely that many women within the target market would buy a butt-ugly hatchback just because of a cartoon of women blinking at perfume bottles and butterflies.
Lazy and slightly insulting.