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Top 6: June 25th 2014

Toyota: Who's Driving

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Top 6: June 25th 2014
Toyota is launching a co-created multi-channel campaign "Go Fun Yourself" for the new generation Aygo. Teaming up with online pranksters, comedians, improv actors and YouTube stars to co-create a platform of fun, the campaign intends to emphasise Aygo's image as the playful, dynamic car of choice suited to those that don’t take themselves seriously. Comprised of a series of prankster style videos and social media from each market aimed to reach out to a younger audience, the Pan-European integrated campaign will launch in cinemas, on TV, online, social and in print from Thursday 12th June in markets including the UK, France, Italy, Germany and Denmark. For the launch spot, Saatchi and Saatchi London collaborated with an internet prankster best known for his YouTube Channel, "The Magic of Rahat,"to recreate his Invisible Driver prank across Europe. In the film, Rahat steps into a costume built perfectly to match the car seat of the new AYGO, and suddenly, the AYGO appears to have no one driving the car. Using hidden Go-pro cameras, the film then captures the real reactions of drive-through employees, valets, car wash attendees, and pedestrians as the car pulls up seemingly with no driver inside. Agency: Saatchi & Saatchi, London
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PLANNER: Paulo Carvajal

ACCOUNT HANDLER: Theresa Risdon, Mauro Messina

EDITOR: Marshall Street



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