Saatchi & Saatchi London have utilised the skills of notorious internet prankster, Rahat, to launch a new integrated, multichannel campaign promoting the Toyota Aygo. The campaign is entitled, “Go Fun Yourself,” and is a Pan-European campaign, which was launched yesterday on TV, in cinemas, and online across the continent. The spot will also be supplemented by social media and print components, which attempt to emphasise the car's image as a “Playful, dynamic car, suited to those who don't take themselves too seriously.”
The campaign is entitled, “Go Fun Yourself,” and is a Pan-European campaign which was launched yesterday on TV, in cinemas, and online across the continent
The ad shows internet prank artist Rahat driving around the streets of Europe dressed in an outfit that perfectly mimics an Aygo seat. Of course, this means that to passers by, it appears as if the car is driving itself, which obviously results in some hilarious reactions from the public. These reactions are captured by a hidden camera, and by far the most entertaining aspect of the video is observing the genuinely puzzled (and ever so slightly worried) looks on the publics faces when they are greeted with a 'ghost car'. Of course hidden camera pranks are hardly fresh terrain in the world of advertising, but the spot, directed by Smuggler's Jamie Rafn, is a smartly shot piece with an aptly effervescent soundtrack and a message which underlines the Aygo as a “Fun” car.
The campaign is obviously aimed at a younger audience, which makes sense as the Aygo is a an affordable car with a 1.0 litre engine and an economical fuel tank. The 'ghost car' spot will also be followed by a series of similar, prankster-style videos and social media activities, which will be rolled out across the rest of the year. The video obviously has viral potential, but only the general public can give it that push.
The 'ghost car' spot will also be followed by a series of similar, prankster-style videos and social media activities, which will be rolled out across the rest of the year
Stephane Rydlewski, the brand & communication manager for Toyota Europe, says they did thinks a little differently for this campaign, because “Aygo is not just another car.” He believes that with the “Go Fun Yourself” campaign, they found “The perfect way to express the true spirit of the car – fun, provocative & irreverent,” without taking themselves too seriously in the process. He says that everyone has an element of fun inside them, and that sometimes they “Just need to let it go.” He feels that this is very much the feeling and the “Magic” behind the campaign.
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He has a friend who drives an Aygo, and thus far they have yet to pull a prank on him, but there's a first time for everything.