It may be the hottest hatch launch you’ll see this year, if the new ad campaign for Toyota’s hotly anticipated GR Yaris.
‘Endless Exhilaration’ is the launch campaign name for the new Toyota GR Yaris, and is the story of a how Toyota’s landmark hot hatchback turns an everyday drive into an adrenaline-fuelled adventure.
Following the launch of the GR Supra in 2019, GR Yaris is the second model in Toyota’s expanding GR line-up.
No ordinary hatchback, the all-wheel-drive GR Yaris brings state-of-the-art technology to the road in its role as a homologation model for Toyota’s entry in the World Rally Championship (WRC).
Described by Top Gear magazine as “the best car we’ve ever driven”, Toyota’s lauded hot hatchback deserved a high-octane, blood-pumping campaign to match the hype.
The&Partnership and Toyota Motor Europe enlisted the help of Toyota Gazoo Racing WRT team principal and former WRC driver, Jari-Matti Latvala, to star as the film’s protagonist.
Shot by Alberto Blanco, the campaign launches with a suite of assets that showcase the dynamic and exhilarating character of the GR Yaris.
Joined by his niece for a mundane trip home, Jari-Matti’s enthusiasm comes alive as the car transforms an everyday drive into a journey to remember.
Incredible drone footage and dynamic camera angles capture Jari-Matti’s precision and skill behind the wheel whilst his niece plays the role of co-driver, joyfully reading pace notes as the pair enjoy the thrills injected into their drive by the 261 DIN hp 1.6L three-cylinder turbo engine.
“We set out to bring the excitement of rally racing into the everyday”, said Guus Ter Beek and Tayfun Sarier, senior creatives at The&Partnership.
“That proved to be quite easy with a former rally driver at the wheel. Each time Jari-Matti stepped on the gas for a new take we saw nothing but smiles.
Whilst shooting the campaign in Croatia, Jari-Matti Latvala likened the lively atmosphere on set of his first ever advertising shoot to his competitive rally driving experience: “When it’s action time you really need to be on it. It’s been good fun with great people…if I get another opportunity, I will come back”.