Sony Digital Rapids Pixel Power calrec Sony

Press Start! Toyota SA launches iconic Supra with FCB Joburg

19/08/2019

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
LINK: http://www.filmcontact.com/news/south-africa/press-start-toyota-sa-lau...
See more stories from filmcontact

Most recent headlines

16/02/2020

A Weekend at the Daytona 500 (Photo Gallery)

A Weekend at the Daytona 500 (Photo Gallery) Over the past two weekends, Fox Sports has left their mark on Super Bowl LIV in Miami and the relaunch of the XFL a...

16/02/2020

Live From Daytona 500: BSI Prioritizes Consistent Testing, Driver Safety With Visor Cam

Live From Daytona 500: BSI Prioritizes Consistent Testing, Driver Safety With Vi...

16/02/2020

Live From Daytona 500: Game Creek Video Provides Total Structural Backbone in the Compound

Live From Daytona 500: Game Creek Video Provides Total Structural Backbone in th...

16/02/2020

Live From Daytona 500: NASCAR Productions Embraces At-Home Workflow for Super Bowl of Racing

Live From Daytona 500: NASCAR Productions Embraces At-Home Workflow for Super Bo...

16/02/2020

Live From Daytona 500: Fox Sports' Mike Davies and Dave Hill Preview the Network's 20th Consecutive Season

Live From Daytona 500: Fox Sports' Mike Davies and Dave Hill Preview the Net...

16/02/2020

Live From Daytona 500: Fox Sports Headlines 20th Consecutive Year With FPV Racing Drone, 80-Ft. Strada Crane

Live From Daytona 500: Fox Sports Headlines 20th Consecutive Year With FPV Racin...

16/02/2020

Live From NBA All-Star: New Game Format Gives New Energy to Turner Sports Efforts

Live From NBA All-Star: New Game Format Gives New Energy to Turner Sports Effort...

16/02/2020

Into the Esoteric: Unveiling the World of Oriental Percussion

[This guest blog post comes to us from EarthMoments.] To journey into the realm of Middle Eastern music is to unveil a tradition that is inextricably linked to...

16/02/2020

Brainstorm releases Suite 4

Brainstorm releases Suite 4 posted: 16/02/2020 Suite 4 is a major upgrade for InfinitySet, Aston and eStudio, comprising an extensive set of new features ...

16/02/2020

Robe Helps Crystallise New koda Octavia Launch

Robe Helps Crystallise New koda Octavia Launch posted: 16/02/2020 Lighting designer Michael Kuehbandner worked closely with creative director Achim John ...

15/02/2020

Live From Daytona 500: SMT Digitizes 62-Year-Old Race With Broadcast, Team Data-Tracking

Live From Daytona 500: SMT Digitizes 62-Year-Old Race With Broadcast, Team Data-...

15/02/2020

TAG Video Systems welcomes SMPTE fellow Paul Briscoe

Briscoe will work towards evolving TAG products and applications Dan Meier 5 hours ago Briscoe will work towards evolving TAG products and applications ...

15/02/2020

Novatech reveal the magic behind Big Bash League NYE

Novatech reveal the magic behind Big Bash League NYE posted: 15/02/2020 Who lives in a pineapple under the sea? is not a question usually posed at the cri...

15/02/2020

Scuderia Toro Rosso becomes Scuderia AlphaTauri with stunning new look

Scuderia Toro Rosso becomes Scuderia AlphaTauri with stunning new look posted: 15/02/2020 Scuderia AlphaTauri Honda F1 car unveiled with new livery l Over 5...

15/02/2020

Remembering Derek Jones

Derek Jones was a Notion fan, expert user, and PreSonus advocate who formerly managed the Notion Users Facebook Group. If you ever had a run-in with Derek on-li...

15/02/2020

The Table Filter Response

There are a lot of filter responses: notch, bandpass, peak, allpass, high pass, lowpass, shelf now let's add the table response to the collection. Parame...

15/02/2020

Amazon Drama Bosch' to End After Season Seven

Amazon Studios has picked up a seventh and final season for cop drama Bosch, starring Titus Welliver. Season six runs later on this year. The show was adapted f...

15/02/2020

Starz Shares Season Premiere of Outlander' Early

Starz has shared the season five premiere of Outlander on its app and on demand at midnight, at the start of Feb. 14, a couple days before its linear premiere. ...

15/02/2020

Love Island' Returns to CBS May 21

Season two of Love Island kicks off on CBS May 21. The show will air six nights a week--five originals and a recap show on Sunday. Arielle Vandenberg hosts and ...

15/02/2020

Primetime Ratings: ABC Wins With Grey's'

ABC had the top rating in Thursday primetime, with Grey's Anatomy leading the Alphabets to a 0.9 in viewers 18-49, per the Nielsen overnights, and a 5 share...

15/02/2020

Season Three of Killing Eve' on BBC America, AMC April 26

Hit drama Killing Eve returns for season three April 26 on BBC America and AMC. Sandra Oh and Jodie Comer star. BBC America has ordered season four of the show...

15/02/2020

Apollo's Cox Media Signs New Affiliate Deal With Fox

Fox Corp. and Cox Media Group, acquired last year by Apollo Global Management, agreed to a multi-year renewal of their affiliation deal. Agreement will keep sh...

15/02/2020

Watch: Uzalo latest Episode 8 S7 Thursday, 13 February 2020

The story follows the family whose wealth was built in the murky criminal underworld, as well as the more wholesome Mdletshe family who's day to day life, i...

15/02/2020

Tiffany Rolfe of R/GA to Serve as the 2020 AICP Next Awards Judging Chair

Tiffany Rolfe of R/GA to Serve as the 2020 AICP Next Awards Judging Chair New York, NY Feb. 6, 2020 Matt Miller, President and CEO of AICP, announced today...

15/02/2020

Curatorial Committee for 2020 AICP Show Announced

Curatorial Committee for 2020 AICP Show Announced NEW YORK Feb. 11, 2020 Matt Miller, President and CEO of AICP, and Ali Brown, President and Executive Pro...

15/02/2020

Scene at Berklee: Grandmaster Flash

Scene at Berklee presents snapshots and stories from the hundreds of clinics, workshops, performances, and other events that take place in our community year-ro...

15/02/2020

The Guitar Show 2020

We've invited a panel of pro players to share their knowledge in a series of workshops, which will feature topics ranging from choosing and getting the most...

15/02/2020

International Womens Day Festival 2020

Posted on 14 Feb 2020 ICG is getting behind the second International Womens Day Festival at Blackpool Sixth Form College on Saturday March 7th 2020. We are on...

15/02/2020

NETFLIX AND MATTEL TELEVISION ANNOUNCE THE ALL-STAR CAST OF MASTERS OF THE UNIVERSE: REVELATION

The series is being produced by Mattel Television with Adam Bonnett (Descendants...

15/02/2020

Companies must tell customers about their best deals

Companies must tell customers about their best deals Add to Your Pages 14 February 2020 Providers must now tell you when your contract's up, and wha...

15/02/2020

Nokia partners with IIiad Group to roll out 5G in France and Italy

Nokia partners with IIiad Group to roll out 5G in France and Italy Press Release Nokia partners with IIiad Group to roll out 5G in France and Italy 17 mil...

15/02/2020

Entertainment has a new name: The SevenOne Entertainment Group combines channel brands, content, digital and marketing business

Entertainment has a new name: The SevenOne Entertainment Group combines channel ...

14/02/2020

The Trouble with Maggie Cole (trailer)

Watch and embed this video on your website. Simply play and click on the embed icon upper right to copy the embed code. The Trouble with Maggie Cole is a new d...

14/02/2020

Eat them to Defeat Them campaign returns 2020

Eat them to Defeat Them campaign returns 2020 2020 campaign returns with new, landmark media alliance in the biggest ever campaign to promote vegetables in the...

14/02/2020

EGNOS payload enters service on EUTELSAT 5 West B

Paris, 14 February, 2020 - Eutelsat Communications (Euronext Paris: ETL) announces that the GEO-3 payload of the European Geostationary Navigation Overlay Syste...

14/02/2020

FIRST HALF 2019-20 RESULTS

First Half in line with expectations Improving Operating Verticals revenues trend in the Second Quarter High level of profitability with EBITDA margin of 78%...

14/02/2020

Record breaking audience for RT Election Results Coverage

Audience grows despite election turnout decline -RT Coverage in Numbers The results of Election 2020 have seen the public turn to RT in record numbers this ...

14/02/2020

Brendan O'Connor joins RT

RT today announced Brendan O'Connor as the new presenter for RT Radio 1's weekend mid-morning programme. Starting in mid March, Brendan will present a...

14/02/2020

The 12th-Annual SVG College Sports Media Awards Are Now Open!

The 12th-Annual SVG College Sports Media Awards Are Now Open! Compete against your peers for the college-sports-video-production industry's top awards By B...

14/02/2020

Live From Daytona: Fox Sports Stresses Audio From the Loudest Sport on Earth

Live From Daytona: Fox Sports Stresses Audio From the Loudest Sport on Earth 150+ mics, real-time remote commentary will be part of the mix By Dan Daley, Audio...

14/02/2020

NBC Sports Returns to the Great Outdoors for NHL Stadium Series at Air Force's Falcon Stadium

NBC Sports Returns to the Great Outdoors for NHL Stadium Series at Air Force'...

14/02/2020

SVG Sit-Down: Sportradar's Brian Josephs on Data as the Fuel of Sports-Betting Experiences

SVG Sit-Down: Sportradar's Brian Josephs on Data as the Fuel of Sports-Betti...

14/02/2020

NBC Sports Boston Preps for the Future With State-of-the-Art NBCU Boston Media Center

NBC Sports Boston Preps for the Future With State-of-the-Art NBCU Boston Media C...

14/02/2020

Last Podcast on the Left'-Now Exclusively, and Scarily, on Spotify

What happens when you take all things horror, throw in a bit of lighthearted comedy, and turn it into a podcast? You get Last Podcast on the Left. The popular s...

14/02/2020

Celebration Expert Darcy Miller Shares Her Tips and Songs For Valentine's Day

When it comes to Valentine's Day, celebration expert, best-selling author an...

14/02/2020

What's New This Week in Spotify Podcasts

Welcome to This Week in Podcasts, where we share what's new in the podcast world. Here you'll find a roundup of series debuts, can't-miss episodes, ...

14/02/2020

VEON reports solid FY19 results

Amsterdam, 14 February 2020 - VEON Ltd. (NASDAQ: VEON, Euronext Amsterdam: VEON), a leading global provider of connectivity and internet services, today announc...

14/02/2020

How Artificial Intelligence provides real added value

How Artificial Intelligence Provides Real Added Value Arvato Systems Experts at the HUB / Big.Data-AI Summit AI experts at booth at top AI event in Berlin ...

14/02/2020

Net Insight Year-end Report January - December 2019

Tata Communications to launch 100G media backbone to drive innovation in 4K video, eSports and remote production Net Insight's Nimbra 1060 platform will hel...

14/02/2020

Techtel Brings Broadcast-level Superior Display Effects to ABC Studio 38 with 7 LED Video Walls

Techtel continues to bring broadcast-level superior display effects to ABC Studi...