Page 50 - ADNews magazine March-April 2022

Creative Review
TOYOTA
Creative Agency Saatchi & Saatchi
JW: I loved this ad. I’m guessing
the proposition was some version of “For whatever the world throws at you” which could lead to a dull product demo. Instead the vignettes are fun and get more and more surprising the further you watch.
It’s underpinned by an original song whose lyrics carry you through the ad. Quite frankly, I couldn’t BCFing care less if it feels a little familiar when the content is this good.
8/10 - an entertaining, well made ad with a clear strategy
WE: This is a big budget spot based on a lovely insight – Landcruiser is designed to get you home from Woop Woop. While the spot has a serious message, they chose humour and hyperbole to deliver it. Being stuck in Sydney, I really enjoyed the 60-second adventure
DRUMSTICK
around Australia. And the final scene, with everyone singing
on a beach, had me feeling
like Landcruiser was sneakily positioning themselves as the Qantas of the off-road trip. Lovely stuff and nicely executed too.
RV: Summer ain’t summer without the call of the wild, a dependable 4x4, and a catchy anthem set to a head-nodding beat. I genuinely enjoyed this spot – the writing, scenarios, casting, and cinematography – but after
JW: In this ad unwrapping a Drumstick transports you to a pastel coloured summer pool party complete with party judge and lady tradie (for no apparent reason). Whilst the pool party itself looks fun, and it’s the perfect time of year to run the ad, I did find myself craving a bit more of an idea with this one.
5/10 - a light summer ad
WE: The Summer Classic ad, that predates covid times, was one
of my all-time favourites. But they’ve dropped the cone of late. This ad feels like it had multiple stakeholders involved in the writing and no idea at its sugary centre. With gratuitous product
viewing it, a few scenes made me think, “Oh what a BCFing feeling”. That said, I’m pretty sure people outside of the ad bubble will have a giggle at the embellished hijinks of this true-blue, yonder-bound- and-back adventure.
shots, bright colours, pool action and everyone getting along,
it has everything the original summer classic ad did. But the combination of the ingredients leaves me feeling a little empty.
RV: Having kicked my Drummie habit in the new year, seeing this wall-to-wall, echoes of K-pop, colour explosion of a spot did little to sway my decision. The Chief Justice of Christmas Past threw me, but I’m far from qualified to judge the court’s regalia. It feels like a cutdown of a piece buried somewhere in a director’s Vimeo account. I did, however, appreciate the bottom- up eating style.