Toyota is taking a playful poke at the process in which ads are created in a longform video.
The four-minute “The Focus Group” shows a pair of Toyota marketing executives and two race car drivers debating creative direction while observing a focus group reacting to their different ideas.
The race car drivers promote showing off the GR86’s precision handling in an environment that truly pushes the limits of the other two, more cautious marketers.
Featuring professional Toyota Gazoo Racing team drivers, race-modified cars and a GR86, a drift race through an empty mall delights the customer focus group.
The spot was shot in the dusty corridors of an abandoned shopping center in the Chicago suburbs. It was created by Sweatpants Media in partnership with Toyota Gazoo Racing
This is the second in a series of videos. The first, called “The Pitch,” featured the Toyota Supra.
Both are features in a campaign extending across social media and digital video placements targeting auto enthusiasts and sports car intenders. Toyota will share the spot across its Toyota USA-owned media social platforms on Facebook, Instagram, Twitter and YouTube. “The Focus Group” and “The Pitch” are also available for viewing on the GR Family page on Toyota.com.
The digital campaign will run through April and May, just as the spring driving season gets under way in the northern half of the country.