Cannes Lions
SAATCHI & SAATCHI PARIS, Paris / TOYOTA / 2008
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The purpose of this TV commercial is to bring to light Toyota's 'clean' technologies. The commercial is a metaphor for the respiration through the representation of a tunnel at the entrance of a city, which symbolizes nostrils. The Toyota entering the city represents inhalation. The old cars coming out of the city represent an exhalation. For the consumer, a city welcoming 'clean'. Toyota will always be less polluted than a city crowded with old and polluting cars.
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