Words by Niky Tamayo | Video courtesy of Toyota UK
“Can you feel it? Can you feel the thrill of being alive?”
Brad Pitt or Britney Spears spots aside, car commercials aren’t usually big news, but this one is making waves. Toyota UK commissioned music video director Adam Berg to create a spot to spearhead their “Real Deal” marketing campaign and the result is fantastic. It’s about a man who’s tired of his artificial world of pixels, pretense, and driver assists. A world where “feeling” is a capital offense.
What follows is a combination of “The Matrix”, “Max Payne,” and “The Truman Show”, made in a gritty film noir style. The only complaint is that it's just 90 seconds - about two hours too short, but it does get the point across. Toyota doesn’t make dull, pixelated, pretentious cars, anymore. It makes Toyota GT-86s. And they’re available in red, mind you, not beige and gray. Of course, you don’t have to go to a seedy underground shop to buy one (apparently with a big bag of drug money), you can buy them at your regular Toyota dealership. Or you could if they weren’t sold out.
Oh well, the commercial’s pretty nice.