Category: Script
Advertiser: TOYOTA MOTOR SALES, USA
Product/Service: TOYOTA YARIS
Agency: SAATCHI & SAATCHI LA
Production Company: ACNE PRODUCTION, Los Angeles, USA
Executive Creative Director: Chris Adams And Margaret Keene
Creative Director: Michael Tabtabai
Copywriter: Julia Regan/Matthew Poitras
Art Director: Nicole Mcdonald/David Hsia/Adhemas Batista
Agency Producer: Tanya Lesieur/Matthew Kinney/Chris Webb/David Davison/Jamye Graham/Sasha Koehn/Andrew Slough
Account Supervisor: Carla Tanchum
Producer: Fran Mcgivern
Director: Kalle Hellzen
Editor: Gabriel Britz/Damion Clayton
Planner: Evan Ferrari/Allison Farquhar
Special Effects Computer Graphics: A52
EditingCompany: Rock Paper Scissors
Planner: Evan Ferrari/Allison Farquhar
Special Effects/Computer Graphics: A52
Editing Company: Rock Paper Scissors
Other Credits: Dinahmoe
English Description
Considering the lackluster nature of the car along with the fact that our only channel was digital, we decided to reach out to nerds. Nerds don’t care about fancy cars in the first place. They also spend most of their time online. The challenge was creating content that resonated with these incredibly smart people who can sniff out a phony in two seconds. Our “nerd-speak” needed to be very genuine. We had to become nerds ourselves. Good thing that we already were. Nerds, that is.
www.itsacar.com is a one of a kind Google Chrome experiment built with the latest buzz technology including HTML5, WebGL, real-time physics, adaptive sound, CSS3 and multi-user socket communication. A looping tour video of the car plays while multiple users can interact with the site simultaneously. Nerdy comedian Michael Showalter dryly walks users through the “features” of the car such as wheels, windows and cup holders. Along with being able to alter the behavior of the host and the nature of the content, savvy users have the ability to grab all the open source code and recreate the site to their liking.