Film > Culture & Context

YARIS TRÈS FRANÇAISE

TOYOTA FRANCE, Paris / TOYOTA / 2019

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Overview

Credits

Overview

Write a short summary of what happens in the film

We have created an ad that only French people can understand, far from the usual clichés. You won't see the Eiffel Tower, some berets, bottle of wine. Only French habits that French people know about.

Typically French, the spot offers examples of "very French" behavior - such as arguing over names of pastry, adding "petit" to everything to make it cute, not knowing how many greeting kisses to give, saying "Oh la la" or wearing Y-fronts.

Our actor moves through different sets and comments on the scenes. At the end, he explains that all the elements present in the film are French: actors, sets, props, location and even the technical team. He then invites people to check the origin of the product on the dedicated site created for the campaign.

Cultural/Context information for the jury

Toyota Yaris has been manufactured in France since 2001, but too few people know. When French consumers are increasingly keen on buying local, we wanted to highlight the Frenchness of our car differently.

Who else but a French knows that there can be 1, 2, 3 or 4 greeting kisses depending on the region? Who else but a French can knows that the pastry-name war between "pain au chocolat" and chocolatine" was heading to French Parliament ?

Each of our actor's line highlights a very French habit :

- Parisian women are known throughout France as being less warm than others.

- The « Slip Français » is a well-known brand in France for having boosted the interest of the Y-fronts.

- French have been on the streets since October 2018 to protest against the rise in fuel consumption, a movement symbolised by the "yellow vests".

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

They are a few things only a french person would know. This campaign was about reframing things you think you know about the French, and go below the surface.

We do kiss goodbye and hello but depending on the region it can be one or five kisses. We do love our pastries but can't agree on how to name them.

Each of the traits had to be precise and unexpected, without ever being mocking, to ring true.

It's a timely, representation of French culture, of who we are through our little habits and idiosyncrasies.

It puts a smile on most people's faces as they pick up from someone else something they do and say on a regular basis.

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