Anything goes in the latest integrated campaign for the new Toyota RAV4 via BWM Dentsu
Toyota has unveiled its new look RAV4 model car in a two-part campaign via BWM Dentsu.
The campaign takes the ‘anything goes’ attitude of the new RAV4 in two distinctly different creative directions.
The campaign consists of a TVC for above the line use, as well as a series of content videos to be hosted online and driven exclusively through digital and social channels.
Asheen Naidu, executive creative director, BWM Dentsu, said the agency was proud to have worked on such an engaging campaign.
Says Naidu: “The automotive sector is notoriously crowded. To get our message across we couldn’t rely on a cookie-cutter idea or execution – we needed to find a new way to stand out.
“We intentionally took a different approach on this project. Creating bespoke executions for the traditional and digital components of the campaign allowed us to communicate the benefits of the new RAV4 in the way that would work best for each medium.”
The campaign will run across TV, digital and social, including Facebook, YouTube and Instagram.
Brand TVC
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing
Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Revolver
Stephen Carroll – Director
Tobias Webster – Producer
Post Production: The Butchery
Graeme Pereira – Editor
Billy Wychgel – Grade
Drew Downes – Online
Music and Sound: Nylon
Stuart Welch – Sound Designer
Scott Langley – Music Arranger / Composer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”
Content Videos
Client: Toyota
Brad Cramb- Divisional Manager, National Marketing
Katie Thompson – Corporate Manager, Brand Management & Communications
Hannah Roy – Commercial Communications Manager, National Marketing
David Andrawes – Commercial Communications Coordinator, National Marketing
Agency: BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Asheen Naidu – Executive Creative Director
Kevin MacNamara – Senior Copywriter
Sarah Parris – Senior Art Director
Karl Bates – Executive Planning Director
Andrew Henderson – Senior Account Director
Margot Fitzpatrick – Head of Onscreen
Production Company: Infinity2
Dan Reisinger -Director
Annie Schutt – Producer
Post Production: Infinity2
Morgan Benson Taylor – Post Producer
James Ashbolt – Editor
Music and Sound: Nylon
Stuart Welch – Sound Designer
Elise Lindsay – Music Supervision
Karla Henwood – Executive Producer
Warner Chappell – Publishing, “Anything Goes”
Performers: Rusty and Another Guy
Rusty Berther – Writer/Performer Mike McLeish – Writer/Performer
10 Comments
Love it. Great song, great demo and great fun. Old school rules rule!
https://www.youtube.com/watch?v=1YGfrGKK9Mo
https://vimeo.com/116652267
These are good fun.
I’ve worked on Toyota before, they constantly reference a Lexus spot with a Black Keys soundtrack as the gold standard of advertising.
It’s not. It’s actually the gold standard of mood edits.
There’s no idea in this tvc.
And there’ll be no success for this campaign.
And don’t get me started on the clowns in blue suits.
Rob says, hey Ash I’ve got an idea for a song (insert bad song choice as per usual) and here’s an old spot that nobody will know from the UK for a similar car including the car washing scene…that should do the trick…job done, next?
Great ad, But who is the singer on the Anything Goes recordin?
Anyone else find everything about this fake? Fake winks, smiles, performances? Situations? Is everyone on MDMA? Were the whole agency?
A no idea vignette script with some even more clueless direction (insert hands in air moment of joy here)
Join me for some late night handball I dare ya. I’ll bring the bag of feathers, or something…
fukn kidding ?
frauds
consider original idea ?
jason
The version of the song “Anything Goes” is possibly the best ever recorded. Could someone release an extended version on CD please? (or tell me where I can obtain a copy if it is already available)
Any ad that gets people talking is a great ad. Like the brilliant song in the Perth Casino ad it is a shame an extended version isn’t available.
John