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'Fuzzy' friend stars in TVC for Toyota SA's new entry level MPV

An imaginary friend called 'Fuzzy' is the star of an integrated communications campaign devised by FCB Johannesburg and FCB Impact 361° to launch the Toyota Avanza.
'Fuzzy' friend stars in TVC for Toyota SA's new entry level MPV

A multi-purpose vehicle (MPV) with an exceptionally versatile seating configuration and space for five adults and two children, the Toyota Avanza is - literally - in a class of its own thanks to its highly competitive pricing.

Given its flexible seating configurations, space and exceptional value, the Toyota Avanza is the ideal match for young, middle class families that need to transport children, shopping and other items. This consumer truth gave rise to its positioning - 'The Toyota Avanza, fits any family.'

Composed FCB Johannesburg's creative team of Gerhard Myburgh and Catherine Thomson in collaboration with FCB Impact 361°'s Nelia Blumrick and Dino Zambetti, the campaign uses an imaginary friend, Fuzzy, as the link between the various elements.

In the 40 second television commercial, currently screening on all national television stations, 'Fuzzy' is given life by a young girl whose family is bemused by her imagination but, good-naturedly, humour her by holding the car door open so he can 'climb' into the car and setting a place for him at the dinner table. Even her older brother sits in the rear-most seat so that she and Fuzzy can sit buckled up alongside each other.

'Fuzzy' friend stars in TVC for Toyota SA's new entry level MPV

Fuzzy also makes his appearance in the campaign's print elements such as newspaper and magazine ads and brochures, for example, as well as at Toyota dealerships as a life-size cut-out.

Dealers nationwide have embraced the experiential elements of the campaign and are taking photographs of children with Fuzzy, printing and mounting these in a magnetic frame, and handing them over to the families to grace their fridges at home.

According to FCB account director, Stefano Contardo, the use of an imaginary friend alludes to the fact 'family' in the positioning statement 'The Toyota Avanza, fits any family' does not necessarily have to be a conventional family.

In fact, the campaign's sponsorship element - the search for the 'South African Family of the Year' - acknowledges that the Rainbow Nation's composition is far from uniform and conventional. Entries showing how families have embraced diversity are being encouraged from unconventional families - such as business institutions, community groups, for example - as well as conventional families.

In addition to receiving many prizes, winners are being profiled on SABC2, Toyota SA's joint sponsor for this competition.

"This campaign is appealing for many reasons," said Contardo. "Not only does the imaginary friend element give it legs and numerous opportunities for engaging with the target audience, it reaches consumers on an emotional level and, as we know, emotional resonance is critical for building brands."



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C-Cubed Communications
(021) 852-7198

20 Nov 2006 16:04

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