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Editor's pick - Toyota's new ad makes a break for reality

Client: Toyota
Agency: Saatchi & Saatchi

Toyota is launching a multi-million pound advertising campaign for its GT86 sports model. The "Real Deal" campaign, created by Saatchi & Saatchi London. The company says the ad looks to "offer an exhilarating, authentic driving experience".

Launching on 17th August with a 60 second TV spot, the "Real Deal" dramatises the story of a CGi man who has become tired of living in an artificial world. A 90 second edit (above) will be seeded online. Cinema spots are planned to coincide with the release of the new James Bond film, Skyfall.

Saatchi & Saatchi worked with some of the world’s best animators to create a computer game-style city, which in the words of the animated hero, is one of “pixels, pretence and driver assist.”

The hero turns to the underworld in his search to feel alive and finds the Toyota GT86, which he uses to break free of his dissatisfying, inauthentic existence and escape into the real world.




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