A new TV commercial for Toyota’s Aurix Sport X, conceived by Draftfcb Johannesburg, has Toyota’s spokesdog-with-attitude, Buddy, trying to teach a Chihuahua how to growl like the exhilarating new car. Needless to say, the Chihuahua’s high pitched efforts meet with Buddy’s complete disdain.
Toyota SA’s Senior Manager: Marketing Communications Planning & Advertising, Pieter Klerck says that while Buddy has been exceptionally successful as the lone spokesdog for Toyota SA, it was time to give him a sidekick – ChiChi the Chihuahua. “ChiChi acts as a foil for Buddy’s rapier wit and offsets his rugged athleticism. However, this doesn’t mean Buddy is giving up his solo career, but every star seeks to collaborate with other actors from time to time. We’re certain Buddy will continue to a great job for Toyota on his own or as part of a larger cast.’
Adds Draftfcb Johannesburg executive creative director, James Cloete: “Because breaking through media clutter and while working frugally with Toyota’s budgets are our key objectives, humour and instant brand association are vital to the success of our Buddy strategy. Having ChiChi to call on means we can explore new storylines and up the voltage humour-wise, which will assist us continue to meet our goals.’
The new Toyota Auris X television ad is supported by print advertising and a digital game hosted on a microsite, www.aurisx.co.za.