
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 ...
13/11/2026
The UIM E1 Series wraps its third season this week with the Bombay Sapphire E1 Miami GP, Nov. 11-14, on Biscayne Bay at the Miami Seaplane Base on Watson Island...
13/11/2026
In-venue and creative video staffers at the professional and collegiate level ha...
13/11/2026
Singer-songwriter Benson Boone will headline entertainment for the Discover NHL Winter Classic between the Utah Mammoth and Colorado Avalanche at Rice-Eccles St...
13/11/2026
Blackmagic Design has announced the Blackmagic Ambisonic Microphone, a 7th order ambisonic microphone array that captures spatial audio for immersive video prod...
13/11/2026
SMPTE has announced that The Studio B&H and Riedel Communications will provide the video infrastructure and communications technology for the Solutions Hub at t...
13/11/2026
The Hollywood Professional Association (HPA) has announced the theme and program focus for the 2027 HPA Tech Retreat, which takes place Feb. 14-18, 2027, in La ...
13/11/2026
Football Manager 27 Touch is available on Apple Arcade starting today. The game ...
13/11/2026
MotoGP has announced a two-year media rights agreement with ESPN covering the Un...
13/11/2026
Apple Sports, the free iPhone app, has added the Ultimate Fighting Championship (UFC) to its lineup of supported sports, in time for Saturday's UFC 334. The...
13/11/2026
The NBA and Fanatics Studios, the joint venture between Fanatics and entertainme...
13/11/2026
ESPN held its annual EDGE Innovation Conference last night and offered up an ove...
13/11/2026
Regional sports network gives Ithaca College, SUNY Cortland students a platform to thrive
One of the biggest games in Division III college football will be pla...
13/11/2026
Studer-inspired 500-series PWM compressor unveiled
The HLabs range already includes a couple of Studer-inspired offerings in the form of the PRE169 and EQ16...
13/11/2026
Download Now!
To view the white paper, please enter the following details:
--
First Name* First Name
Company*
Country* Please select your countryA...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Blue Lucy, the workflow orchestration and integration platform for broadcasters, rights owners and localisation companies, today announced an integration with c...
13/11/2026
Krotos announces Black Friday offers on Studio Pro and Studio Max
Brie Clayton November 12, 2026
0 Comments
First-year annual plans start at US$195.99...
13/11/2026
Blackmagic Design Announces Blackmagic Ambisonic Microphone
Brie Clayton November 12, 2026
0 Comments
New 7th order ambisonic microphone with 108 MEMS...
13/11/2026
Meet the Berklee Student Setting Planetary Motion to Music With his compositional platform SoniKosmos, Javier Roqueni aims to make the universe the ultimate i...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Amagi, the media industry cloud company, today announced a partnership with Golden Times Media Technology (stock code 920021.BJ), a Beijing-based media and tech...
13/11/2026
CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, together with its Malaysian partner, Cedar ...
13/11/2026
SMPTE, the home for media professionals, technologists and engineers, today announced that The Studio B&H and Riedel Communications will provide the video infra...
13/11/2026
iWedia, a global leader in connected TV software solutions, will present its software-first approach to DRAM optimization at Android TV APAC Summit 2026 in Bang...
13/11/2026
Beginning today, November 13, Apple HomeView is available for purchase at Apple Store locations, on the Apple Store online, and in the Apple Store app in select...
13/11/2026
From pediatric research to smart hospitals, AI is helping care teams spend less time on routine tasks and more time with patients.
Health systems and startups...
12/11/2026
Industry leaders examine how Dynamic Media Facility, Media eXchange Layer, and c...
12/11/2026
The junior Tar Heel is embracing the technical and creative challenges of live production while emerging as a leader and mentor in the control room...
12/11/2026
Gracenote, Nielsen's content intelligence business, has released its fifth a...
12/11/2026
RTL Deutschland will bring the NHL to free-to-air TV in Germany starting Nov. 30...
12/11/2026
Clear-Com supported On Air 2026, a 24-hour student-led broadcast connecting 45 u...
12/11/2026
uniqFEED has opened a Remote Operations Center (ROC) in Madrid, Spain. It is already operational, delivering virtual advertising for LaLiga matches. The ROC is ...
12/11/2026
Disney, ESPN and the NBA will present Dunk the Halls, the third real-time animated NBA game using Sony's Beyond Sports data visualization technology, on Chr...
12/11/2026
Van Wagner has launched Van Wagner RELAY, a digital platform for official athlet...
12/11/2026
Deal brings together two of the industry's most established graphics brands and significantly expands Vizrt's footprint in U.S. sports and regional broa...
12/11/2026
Euro TV Production GmbH of Austria has upgraded its outside broadcast vehicle with Lawo technology. The mc 36 Classic console in service since 2019 was replaced...
12/11/2026
Tagboard has launched Spark Resize, an AI-assisted tool now in beta that takes an existing graphic and produces a new version for a different aspect ratio or sc...