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Creative

Toyota Composes a Mechanical Medley to the Tune of The Marseillaise

Saatchi & Saatchi Worldwide, 2 years, 7 months ago

Saatchi & Saatchi + Duke construct a Toyota Yaris to the sound of the French national anthem

Toyota Composes a Mechanical Medley to the Tune of The Marseillaise

The new TV spot takes us backstage at the Toyota factory in Valenciennes, France and shows a production line in action.  The natural sound of the machinery and employees at work slowly build throughout the film to build an unusual version of the French national anthem, The Marseillaise.

Toyota France employees 4000 people with a daily production of 1000 vehicles and the factory in Valenciennes is a true pillar of the industrial community.  To celebrate these French roots, Toyota has launched a special edition of the Yaris model; Toyota Yaris France. This new campaign launches the new model of Yaris.


During the 3 days of the shoot, the production team had to blend into the background in order not to bother the employees and more importantly, never to interrupt the production line!  There are no actors in the film and all the footage was captured during the manufacturing of the new Toyota Yaris France.

“I have never seen so many people caress a car!” said the director, Wilfrid Brimo, amused by the numerous quality control steps operated through the production line.

The campaign, ‘Made in France’ will roll out on TV, radio and digital from March 1st.  There is also an opportunity to win a weekend in prestigious French chateaux by visiting the Toyota Facebook page.  The visitor is invited to play a game attempting to reproduce the melody of the Marseillaise by clicking on a blue, white and red Yaris.

Advertiser

Advertiser: Toyota

Creative Agency

Account Manager: Julie Ricart, Alexandre Guillot, Nicolas Fisz

Art Director: Philippe Rachel, Carl Harborg

Copywriter: Carl Harborg, Philippe Rachel

Creative Agency: Saatchi & Saatchi + Duke

Creative Director: Frederic Temin

Head of Art: Nicolas Chauvin

TV Producer: (Prodigious) Martine Joly

Music and Sound

Audio Post Production: Capitaine Plouf

Composer: Guillaume Le Guen & Yannis Dumoutiers

Producer: (Prodigious) Boris Nicou

Post Production / VFX

Post Production House: (Prodigious) Franck Hervé Marc

Category: Automotive , Cars

Genre: Music & Sound Design , Music performance