Category: Automotive
Media: Online
Client: Association of Quebec Toyota Dealers
Agency: Bleublancrouge
Production: Morrison
Producer: Guillaume Vallée
Director: Pierre Dalpé
DOP: Jean-François Lord
Offline Editor: Claude-Antoine Guibord
Colorist: Benoit Côté, Studio Elément
Online Editor: Frank Lam, Studio Élément
Sound Mixer: Pascal Desjardins, Studios Apollo Post
Montreal, October 12, 2016 — Bleublancrouge has created a new series of advertisements for the Association of Quebec Toyota Dealers, continuing the Genius / No genius campaign launched last spring. This new offensive is primarily aimed at young adults who still rely on their parents to drive them places, a situation that can sometimes be awkward. There’s no doubt they dream of buying or leasing their first car, and Toyota has the solution.
“Millennials spend their lives being bombarded by pre-roll ads of all kinds, waiting impatiently for the countdown to end so they can finally click the skip button. To grab their attention and stand out from the crowd, we created pre-roll ads that depict awkward situations they know only too well,” said Jonathan Rouxel, Partner, Vice-President and Creative Director at Bleublancrouge.
For an added twist of originality, the “Skip Ad” button was modified to read “Skip Dad,” redirecting the user to a targeted offer instead of skipping the ad. What normally serves as an escape from the pre-roll ad actually ends up being the story’s conclusion—and the solution to avoiding this type of awkward family moment.