Cannes Lions

4.9-second parking

BLEUBLANCROUGE, Montreal / TOYOTA / 2018

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How long should it take to find a parking spot in a dense city?

Toyota thought it should take less time than it takes viewers to skip its ad.

Toyota turned a small video format into a challenge to showcase the Yaris’s handling ability in small urban areas.

In a time when the 6-second pre-roll ad is the new norm, the Yaris managed to showcase its handling in only 4.9 seconds.

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