After being appointed by Toyota GB following a competitive pitch earlier this year, The Corner has launched its first campaign for the carmaker, The Toyotathon.
The Corner’s task was to deliver an impactful and durable sale event platform with the flexibility to support future events, the Toyotathon launched 1 May across TV (Linear + VOD), radio, digital and social, following some teaser activity across the London and Manchester marathons.
Toyotathon campaign
The TV advert leans into a uniquely British sense of humour, celebrating the nation’s love for a bargain.
With charm and wit at its heart, the creative shows everyday Britons spontaneously abandoning their daily lives – from getting a haircut, to an alfresco lunch – and joining an ever-growing crowd that grows into a crescendo moment at a Toyota dealership, where one of protagonists grabs a bargain driving off in her brand-new Toyota.
Tom Ewart, CCO, The Corner said: “Something a bit different for a car ad: people running. We wanted to celebrate the British obsession with nabbing a great bargain, and get some pushing and shoving in there too.
“Oh, and a woman dressed as a banana. But hurry, sale event ends 31 May!”
Emma Lane, General Manager – Brand Communications, Toyota GB said: “We wanted to create something that was distinctly Toyota and something that would resonate with a UK audience.
“The Corner has done an incredible job delivering against our brief.”