Title | CLEAN UP |
Brand | TOYOTA MOTOR CORPORATION |
Product / Service | TOYOTA IQ |
Category | A08. Cars & Automotive Services |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Advertising Agency: | DENTSU Tokyo, JAPAN |
Production Company: | PICT Tokyo, JAPAN |
Credits | |
Creative Director | Takuji Nakamura/Norifumi Adachi |
Copywriter | Akira Yao/Hiroshi Akinaga/Kazuhide Adachi/Takuya Kuwahara |
Agency Producer | Yoshihiro Terasawa/Masami Hirotsuka |
Planner | Akira Yao/Hiroshi Akinaga/Kazuhide Adachi/Takuya Kuwahara |
Account Manager | Tetsuya Sakurai/Masaki Hiraga/Noboru Nishino |
Director | Shinya Uekawa |
Producer | Shuzo Uehara/Tatsuya Maeda |
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.