19 August, 2019 - 06:02
Toyota SA has launched the fifth-generation Supra to South African high-end sports car enthusiasts with a 360deg campaign from FCB Joburg that taps into the nostalgia of the video games it featured in during the 1980s, 1990s and 2000s.
The iconic Supra was discontinued in 2002, some 19 years after it was launched in 1978. Its status as a legendary sports car can, in part, be attributed to its phenomenal run of appearances in numerous video games, movies - it was the anchor star car of the hugely successfully Fast&Furious franchise - as well as music videos, and TV shows.
Some of the Supras most notable appearances include the Initial D Arcade Stage, Initial D, Gran Turismo, Forza Motorsport, Sega GT, Tokyo Xtreme Racer, Need for Speed, Midnight Club, Wangan Midnight, Asphalt, Forza Horizon, and Assoluto Racing video games.
In fact, it was its presence on so many gaming consoles that inspired the creative team at FCB Joburg - Creative Director Tian van den Heever, Designers Thabang Lehobye and Janine Kleinschmidt, Art Director Kabelo Mabaso and Copywriter Matthew Shafto.
The new generation Supra has been described as a stunning interpretation of Japanese two-door performance car art1, and its a personal privilege for me, a child of the 80s who grew up driving Supras through a gaming console, to be involved in its launch in South Africa, said van den Heever, especially as previous generations were never available for purchase in the country.
The big idea behind the campaign is Press Start, a phrase that takes gaming and sports car enthusiasts back to their gaming days in the 1980s and 1990s. Press Start was what you did to get the games underway, and now we are using it to introduce you to the ultimate gaming car in real life.
The campaign launched on July 15 and comprises a television commercial, and print and digital elements. The TVC and visuals were shot over three days at Zwartkops Raceway in Centurion.
View the TVC here:https://youtu.be/W-rnSVfwKO0
The Supra TVC is a real trip down memory lane for those who grew up loving the Supra, and a true education for those who only know the legendary supercar through Fast&Furious movies. Im really excited to see how our target market - affluent sports car enthusiasts of all ages react to it, said Toyota SA Senior Advertising Manager: Tasneem Lorgat.
From the driving and the game-inspired synth track with a catchy 1985 beat; to the classic 8-bit car racing games splash page showing off an awesome, vector-rendered, neon Gen 1 Supra and big pixelated type that commands Press Start; to the smoother rendering of the Gen 2 Supra; to the Gen 3 Supra, a huge step up in graphics and physical accuracy; to the Gen 4 Supra in all its high-definition glory - its awesome!
Too soon, the player is all grown up, out of the couch and behind the wheel of the Gen 5. Its all smoke and fury and gleaming metal. Its blisteringly fast and eye-wateringly beautiful. I dare any car aficionado to watch it and not want to drive it, she said.
Credits:
Client: Toyota South Africa
Brand: Supra
Senior Marketing Manager: Tasneem Lorgat
Creative agency: FCB Joburg
Account director: Sibusiso Zondo
Executive business director: Reagen Kok
Executive creative director: Brett Morris
Brand manager: Zhandre Brandt
Senior manager of advertising: Tasneem Lorgat
Creative Director: Tian van den Heever
Copywriter: Matthew Shafto
Art director: Kabelo Mabaso
Creative Concept: Mark Tomlinson Fuel Content
Design: Janine Kleinschmidt and Thabang Lehobye
Strategic planner: Stuart Simms and Langelihle Sithole
Project Manager: Narissa Davids
TV Producer: Nakita Bolus
Production house: FCB Joburg and Fuel Content
Director: Tian van den Heever
Post-production: Fuel Content
Notes:
1. Wheels24
https://www.wheels24.co.za/NewModels/what-toyotas-new-supra-means-for-so...
Embedded video for Press Start! Toyota SA launches iconic Supra with FCB Joburg
Commercials
Africa South Africa
Petra 0833031778
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
08/10/2026
Modern venues have come a long way since the tinny, echoing audio of the mid 20t...
08/10/2026
ESPN's first Super Bowl production will stream in English and Spanish on Disney+, while the ESPN App carries the full slate of game, ManningCast, studio, an...
08/10/2026
From high-school videoboards to War Eagle Productions, the Opelika native is learning how to lead shows and capture big moments
The future of live sports produ...
08/10/2026
The Television Academy and Prime Video have announced a six-year agreement making Prime Video the exclusive global home of the Emmy Awards beginning with the 20...
08/10/2026
Techex will exhibit at NAB Show New York 2026 (Booth 623, Javits Center, October...
08/10/2026
X Games has announced the appointment of Steve Rogers as Chief Operating Officer. Rogers previously served as COO of World Supercross and spent nearly a decade ...
08/10/2026
Fonn Group has appointed Trevor Spielmann as Sales Director for Germany, Austria, and Switzerland. Spielmann joins from EVS, where he held sales and business de...
08/10/2026
The flagship program will originate from major PG events with a four-camera production, live distribution across PGTV, social platforms
Perfect Game is bringin...
08/10/2026
Innovation rarely happens in a vacuum. More often, it happens at the point of collision: when worlds that have run on separate tracks begin to converge. That is...
08/10/2026
For decades, the production and broadcast services business has run on a familia...
08/10/2026
Uplynk, Zixi, BroadView Software, and Grass Valley have published The IP Converg...
08/10/2026
The NFL has announced the return of the Big Data Bowl, the league's analytics competition, now in its ninth year and again powered by AWS. Registration is o...
08/10/2026
Eutelsat has renewed its partnership with T l diffusion d'Alg rie (TDA), Algeria's national broadcasting network operator, for continued distribution of...
08/10/2026
Disney will livestream Super Bowl LXI on February 14, 2027, alongside the game's broadcast on ESPN and ABC. All Disney subscribers in the United States wi...
08/10/2026
RHStv and Red House Streaming have announced an expansion of their partnership w...
08/10/2026
Gray Media has announced a distribution agreement with TEGNA and DAZN to simulca...
08/10/2026
SVG readers can save 10% on registration and receive a complimentary Solutions H...
08/10/2026
PROTON Camera Innovations GmbH has been named a recipient of a 2026 Technology a...
08/10/2026
Industry leaders discuss real-world cloud workflows for live game production, pl...
08/10/2026
The next-gen audio technology joins Dolby Vision as part of Apple TV's immersive F1 experience...
08/10/2026
David France, Jesse Short Bull, Mato Wayuhi, N. Bird Runningwater, Jodi Archambau, Jhane Myers, Paul McGuire, Amber Morning Star Byars, Holly Macarro, Nick Tils...
08/10/2026
Dynamic panning plug-ins get an upgrade
Sound Particles have just announced major updates for two of their popular dynamic panning plug-ins. Energy Panner 2...
08/10/2026
New expandable instrument boasts full DMNO engine
UDO Audio have just announced the upcoming release of a new, expandable synth that packs the power of the ...
08/10/2026
Two new subwoofers added to monitoring line-up
ADAM Audio's monitoring range has just been expanded with two new DSP-equipped subwoofers, the Sub8 PRO a...
08/10/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
08/10/2026
Calrec gives broadcasters freedom of choice at NAB Show New York We're looking forward to meeting up with you all at NAB New York on 21st-22nd October.
Cal...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Globecast, a leading provider of broadcast, media and entertainment managed services, will showcase its next generation of media orchestration services at NAB S...
08/10/2026
Clear-Com played a critical role in the production communications infrastructure for Rock in Rio 2026, one of the world's largest and most recognized music...
08/10/2026
Sohonet Launches ClearView Rush: A Leap Forward in Studio Review, Built for Crea...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Ikegami announces a major expansion to its range of broadcast-quality live production cameras. Scheduled for introduction on Ikegami booth 708 at NAB New York, ...
08/10/2026
Calrec will be located at Booth 444.
Freedom to choose
The media landscape is evolving quickly, and the broadcasters best placed for what comes next will be...
08/10/2026
LiveU has announced that CRD Audiovisuel relied on LiveUs LU900Q intelligent production unit, with built-in native LiveU IQ (LIQ ) connectivity, to deliver live...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
08/10/2026
Marshall Electronics, a globally recognized provider of high-performance video solutions for broadcast, streaming, AV and professional production, will exhibit ...
08/10/2026
14-hour package also includes A Remarkable Place to Die season 2 as well as libr...
19 August, 2019 - 06:02 
