Cannes Lions
THE&PARTNERSHIP, London / TOYOTA / 2019
Overview
Entries
Credits
Background
We took this as an opportunity to land a bigger message about Hybrid cars having come of age.
In a landscape even less favourable to diesel, it is about positioning Toyota Hybrid as the no compromise choice made by today’s society - showing how the Corolla Hybrid has caught up with, surpassed, and ultimately left behind all other automotive technologies in its wake to become the leader of the pack.
Execution
The characters in this film had to play as much of a part as the sheet metal they’re driving. Each vehicle needed a quickly identifiable scenario with rich characters. We needed to strike a balance of authenticity and fun with their performance so that our narrative and tone was entertaining.
i.e. the 1920s Racer is a real racing driver from a Le Mans racing team, and the lead in the 1950s hotrods, is playing ‘Danny Zuko’ in a stage production of Grease). Sam's humorous performances combined with Mark’s driving dynamics, turned the film into a characterful, fast-paced, believable journey through the ages, that sees Hybrid take its rightful place at the head of the pack.
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