GR Corolla: Wild Child
Toyota tasked us with introducing their new performance hatchback, the GR Corolla. The anticipation surrounding the release of the GR Corolla was insane. Under every Toyota video posted on social media, there were a number of people commenting on when the car would be released. We wanted to capture that energy and transfer it into a spot that got people even more excited. And from there, the Wild Child was born.
Creative Director: Matt Davis
Associate Creative Director: Max Wang
Art Director: Denzell Newsome
Copywriter: Henry Kook
Press: CarandDriver, PRNewsWire
Running Wild :30
In this spot, we wanted to personify the car by embodying the characteristics of a wild child. It’s photobombing photos, interrupting car meets, and couldn’t careless about who has an issue with it.
Breakout :15
This wild child cannot be contained by anybody.
Wild Attitude :15
This spot is celebrating the Toyota rally racing championship heritage. The car featured alongside the GR Corolla is an old school World Rally Championship (WRC) Corolla that won the event in 1998.
Wild Season :15
This wild child is wild all year long (the CGI work on this is absolutely insane).
POV Print Ad
For the print ad, we wanted to do something non-traditional because that’s the essence of being a wild child. So, we came up with the idea of giving the viewer the chance to virtually get behind the wheel of this wild child via POV video.
POV Video
Alotta dust, sweat, and tears went into this. It was a joy to shoot, and hopefully, it’ll be a joy to watch for the fearless QR code scanners.
THE RESULTS
Purchased Impressions: 48,428,681
Delivered Impressions: 52,513,413
#1 ad recalled in Car and Driver in November 22’, with 89% of respondents recalling the ad.
#1 ad recalled in Car and Driver in January 23’ as a part of the 10 Best Cars Issue, with 90% of respondents recalling the ad.
#1 ad recalled in Popular Mechanics in the Winter issue, with 80% of respondents recalling the ad.
#2 ad recalled in Road and Track in December 22’/January 23’, with 85% of respondents recalling the ad.
Awards & Recognitions
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Source: Kantar Millward Brown
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Video Category of the 2023 Dallas Addys
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