French consumers are increasingly keen on buying local, as an act of patriotism to reindustrialize the country. For most, Made in France evokes Wine, cheese or Haute Couture. But Toyota Yaris manufactured in Valenciennes since 2001 for Europe and North America, is a very french product.

To make the link between Toyota and France more obvious, we've created an ad that only French people can understand, far from the clichés of international commercials.

Who else but a French knows that there can be more than 1 greeting kiss depending on the region? Who else but a French knows that the pastry-name war between "pain au chocolat" and chocolatine" headed to French Parliament ?

Each of our actor's remarks corresponds to a very French habit:

- Parisian women are known for being less friendly.

- French (the Yellow vests) have been on strike since October 2018 to protest against fuel prices.

To help French people understand how French Yaris is, we created the first 100% French ad campaign.

From props to media buy, every single element of this Toyota Yaris ad is French : the location, the set, the props, the actors and the crew are all French. More than 60 French brands collaborated in this film and more than 100 people worked on it. Thank to that, it’s the first ever TV ad to be certified as ‘Origine France Garantie."

It was not enough to be a French brand, we were looking for brands manufacturing in France. We have created a site so that French people can check the origin of everything in the film.

Media was part of it too, the campaign only ran on French media, digital included. No social media and streaming platforms such as Deezer, Daily Motion (French) and all the .FR sites.