Category: Cars
Advertiser: TOYOTA MARKETING JAPAN
Product/Service: TOYOTA RACTIS
Agency: HAKUHODO KETTLE
Production Company: ROCK & ROLL, Tokyo, JAPAN
Executive Creative Director: Kazuhiro Suda
Creative Director: Tetsuya Tokimatsu/Fumiaki Okada/Hideaki Oki
Copywriter: Masako Shimizu/Yuji Tanaka
Art Director: Daisuke Nagai
Agency Producer: Masahiro Kawai
Account Supervisor: Junya Oguchi/Hiroki Sato
Advertiser's Supervisor: Masaki Mitsueda/Tsuyoshi Ikeyama/Yoshiharu Kiba
Cameraman: Kensaku Kakimoto
Music: Ohashi Trio
English Description
Let's share the Happiness of life. TOYOTA RACTIS is for families. These days in Japan, young families tend to raise their children close to friends and family. They go out together, or share what was bought, and are enjoying their lives. TOYOTA RACTIS is a compact car which has the biggest class of luggage space and is best suited for such families. To demonstrate this fact, we created an original stuffed character of the same size as a baggage compartment, and the world's biggest UFO catcher (crane game) that can catch it for families. It was 455 times the size of the usual size. By catching and putting the character into the luggage space, families could experience the size of TOYOTA RACTIS’s luggage space. We actually invited families to this event, and shot their natural reaction for the TVCM and Web movies.