CLEAN UP

Short List
TitleCLEAN UP
BrandTOYOTA MOTOR CORPORATION
Product / ServiceTOYOTA IQ
CategoryA08. Cars & Automotive Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Advertising Agency:DENTSU Tokyo, JAPAN
Production Company:PICT Tokyo, JAPAN

Credits

Creative DirectorTakuji Nakamura/Norifumi Adachi
CopywriterAkira Yao/Hiroshi Akinaga/Kazuhide Adachi/Takuya Kuwahara
Agency ProducerYoshihiro Terasawa/Masami Hirotsuka
PlannerAkira Yao/Hiroshi Akinaga/Kazuhide Adachi/Takuya Kuwahara
Account ManagerTetsuya Sakurai/Masaki Hiraga/Noboru Nishino
DirectorShinya Uekawa
ProducerShuzo Uehara/Tatsuya Maeda

Brief Explanation

The Toyota iQ is an ultra compact hatchback with enough seating space for four. We thought the best way to demonstrate the iQ's functionality, like the ease which with it can maneuver in and out of tight spots, was using deceptively simple car movements in different locations around town that other vehicles just can't do. The commercials were made without CG technology, even though many viewers wondered whether or not they were actually real. There was a significant buzz surrounding the ads, and sales beat projections by two and half times.