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Toyota Tacoma Moves Forward With Help From Lost Planet

Hilarious campaign spots edited by Paul Martinez (November 05, 2004)

Lost Planet cuts Toyota Tacoma spots

Lost Planet cuts Toyota Tacoma spots

Lost Planet Editor Paul Martinez recently completed a comedic four-spot campaign for the new Toyota Tacoma via ad agency Saatchi & Saatchi Los Angeles. The spots highlight the all-new 2005 Toyota Tacoma and its superior features, as well as its invigorating effects on people.

The first spot, ?Living the Dream, opens on a man who walks onto his driveway and opens the hood of his truck, pulling a lawnmower-type cord to start the engine. ?I used to start each day feeling inadequate...powerless. I didnt know why, explains the man who provides the voiceover. He is scrunched down in the cab of his too small truck and tries to drink coffee from a thermos with his neck tweaked sideways.

?The days were filled with anxiety and discomfort. The man continues to lament about the lowness he feels in his life, watching a young attractive woman across the street frolic and water-fight with her mate as they wash their gleaming truck. Things turn around, however, when the hero meets Dave, a Toyota dealer. Dave introduces him to something that changes his life forever -- the all-new 2005 Toyota Tacoma.

?With 245 horsepower, I start my day invigorated, he maintains. Suddenly, the truck bursts through the garage door and screeches through the streets. Nothing is off limits to the Tacoma and its overjoyed owner who takes the truck off-road and over jumps and finds he has a crew of new friends as well as the hot neighbor woman. The energetic spot concludes with the motion graphics, ?Roomier. Brawnier. Versatilier and the tagline, ?The all-new Tacoma, now thats moving you forward.

Paying tribute to sponsorship drive PSAs, ?Bed tugs on the heartstrings as a woman reveals the abuse and undeserved punishment endured by defenseless truck beds for many years. ?Luckily, an end to the horror is in sight, she says standing next to a shiny new truck in a desert backdrop. ?Thanks to Toyota, the all-new Tacomas revolutionary composite inner bed will never rust, never dent as an ATV rider burns rubber in the back of the Tacoma, a torrent of water is dropped and a carnival strongman heaves a hammer on to the truck bed. ?For less than three soy mocha lattes a day, you can have your own Tacoma, the woman concludes. Stop truck bed abuse forever. The clever spot closes with a close-up of the spokeswoman, a tear running down her cheek, as she pleads, ?Wont you help?

The other two spots, ?Adrenalitis and ?Rail System, also provide comical takes on how the Toyota Tacoma has improved the lives of people -- whether its saving the life of a low adrenaline sufferer or giving hope to those who want to protect their precious cargo with an ingenious deck rail system.

For this campaign, Lost Planet Editor Paul Martinez was reunited with the art director, Dino Spadavecchia, having collaborated with him on the well-received ?Girlfriend spot.

?This project provided us with the opportunity to push the boundaries of comedy in advertising, explains Martinez. ?The concept was to create infomercial and drug testimonial-type of commercials, which I think the team pulled off amazingly well. At first, youre not sure what the spots are promoting. Craig Gillespie is such a great director and adept at developing reality-based characters. He is an editors dream -- he covers the spot so well in terms of what he shoots and the casting was perfect. And it was a pleasure to work with the creatives again.

?We needed someone that would understand the humor we were trying to convey, and we knew Paul [Martinez] had the same sensibilities we did, says Dino Spadavecchia, Saatchi & Saatchi Art Director. ?Paul got our boards early on because we wanted him to be familiar with the concepts when he got the dailies. We knew Craig [Gillespie] liked to roll plenty of film."

?The most fun part of the project for me was putting the Journey music at the end of ?Living the Dream and having the creatives respond as enthusiastically as they did, concludes Martinez. ?The track worked so well, they pursued and bought the rights to the song. This campaign is a clear example of good direction, perfect casting and strong conceptual ideas.

The Saatchi & Saatchi creative team also collaborated with Lost Planet Editor Geoff Hounsell and Director Jeff Zwart on a :30 teaser for the Toyota Tacoma, which provides a first-person point of view on the exhilarating thrill of off-roading with the new truck. The teaser began airing in theaters on October 15th and will air through November 1st.

About Lost Planet
Lost Planet is located at 113 Spring Street 4th Floor, New York, NY 10012. Telephone: 212.226.5678. Facsimile: 212.431.9450 and 2515 Main Street, Santa Monica, CA 90405 Telephone: 310.396.7272. Facsimile: 310.450.8696.


Client: Toyota

Spot Titles/Airdates:
?Living the Dream :60/November 1, 2004 broadcast & theaters    
?Andrenalitis  :30/November 1, 2004    
?Bed    :30/November 1, 2004    
?Rail System  :30/November 1, 2004    
?Toyota Teaser:  :30/Oct. 15 - Nov. 1, 2004 in theaters

Advertising Agency: Saatchi & Saatchi/Torrance, CA
Chief Creative Officer: Steve Rabosky
Executive Creative Director: Harvey Marco 
Executive Producer/Producer: Damon Webster
Art Director: Dino Spadavecchia 
Copywriter: Napper Tandy

Production Company: MJZ/Los Angeles, CA
Director: Craig Gillespie 
DP: Neil Shapiro   
Executive Producers: David Zander, Lisa Rich
Producer: Deb Tietjen

Where shot: Los Angeles, CA

Editorial Company: Lost Planet/Santa Monica, CA
Editor: Paul Martinez  
Assistant Editor: Hayley Man
Executive Producer: Betsy Beale
Producer: Christie Price

Postproduction Facility: Company 3/Santa Monica, CA
Colorist: Stefan Sonnenfeld 
Producer: Missy Papageorge
Online Editor: Chris Stevens @ Sight Effects

VFX Company: Sight Effects/Venice, CA
VFX Supervisor: Adrian Hurley
VFX Artists: Chris Stevens, Joana Cruz, Patrick Ferguson
Executive Producer: Melissa Davies
Producer: Jeff Blodgett

Logo work done by Motion Theory/Venice, CA
Creative Director: Matthew Cullen
Art Director: Kaan Atilla
Designers: Earl Burnley, Jr., Robyn Resella, Shihlin Wu, Linas Jodewalis
Executive Producer: Javier Jimenez
Production Supervisor: James Taylor

Music Company: Asche & Spencer/Minneapolis, MN
Composers: Chris Beaty, Thad Spencer  
Executive Producer: Janell Schmitt

Sound Design Company: RavensWork/Venice, CA & Lost Planet/Santa Monica, CA
Sound Designers: Robert Feist @ RavensWork and Paul Martinez @ Lost Planet

Audio Post Company: RavensWork/Venice, CA
Mixer: Robert Feist


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Related Keywords:Toyota, Lost Planet, Paul Martinez, Saatchi & Saatchi, Dino Spadavecchia, Craig Gillespie, Geoff Hounsell,, Jeff Zwart, Steve Rabosky, Harvey Marco, MJZ, Hayley Man, Betsy Beale, Robert Feist, Motion Theory, Stefan Sonnenfeld, Hayley Man, Betsy Beale, Christie Price,


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