The South African public has been exposed to a new generation of Buddy the brindle Boxer commercials in a new campaign from Toyota South Africa. This is the charismatic canine’s first appearance commentating on his lineage, Toyota’s heritage, and his “family’s’ long-lived and beneficial relationship with Toyota.
Launched on 17 July, the ad opens in the family’s TV room; they’re watching a good old-fashioned slide show, albeit using newer technology. Alongside Buddy sits a younger Boxer, whose name is Junior. We see typical slice-of-life shots – on the farm, moving house, at the drive-in, washing the car, camping, a wedding and so on. In each shot is a Toyota … and a Boxer; if not Buddy, one of his relatives. It is very clear that both vehicles and pooches have been vital members of the family for many years, sharing adventures and making memories over many generations.
Buddy narrates the slide show explaining who each family member – and Toyota – is in each shot. The youngster is far more impressed by the vehicles than anything else on screen.
It was in September last year that Buddy made his television debut for Toyota South Africa. In adspeak, Buddy represented a different approach; one which could be extended to all parts of the business, and was an idea that spans all channels of communication. He was brought to life by Draftfcb Johannesburg’s creative team of group chief creative officer Brett Morris, James Cloete and Ivor Forrester together with a host of specialists from the agency and its suppliers including Bouffant Productions and the special effects creators at Sinister Studios.
Says Morris: “Since the early 1960s, Toyota has continually built a legacy based on sharing the South African spirit of adventure. In the consumer’s mind, these add up to “trust’. Our icon, Buddy, is the dog’s dog; the epitome of honesty, loyalty and warm-heartedness, he personifies the Toyota brand in a universal way.
“By combining Buddy, the youngster and photographs of family memories the message in this commercial is made clear: Toyota’s vehicles may have changed over the years but under the skin they are the same solid, reliable and dependable vehicles brought to you by a company that places a great deal of emphasis on heritage, trust and commitment.’
Commenting on the new campaign, Toyota SA’s Senior Manager: Marketing Communications Planning & Advertising, Pieter Klerck, says Draftfcb was briefed to show Toyota’s strong product line and capitalise on the brand’s rich heritage.
“On the face of it, this latest commercial is just about family memories. The sub-text, however, is the story of how Toyota has been a part of ordinary South Africans’ lives for nearly five generations since the very first of its vehicles – the Stout – was introduced to its shores in the early 1960s. This ad cleverly combines the treasured and trusted with the new, that’s Buddy, while also reinforcing the fact, by showing the younger dog, that Toyota vehicles will be here for future generations of South Africans to share adventures with,’ says Klerck.
The TV ad is supported by radio advertising as well as a print campaign.
