Toyota - "Helps Put You In the Driver’s Seat with ‘Only the Name Remains’ "

Burrell Communications Atlanta, United States

11359

Бренд: Toyota
Страна: United States

Рекламодатель: Toyota Motor Corporation

Заголовок	Helps Put You In the Driver’s Seat with ‘Only the Name Remains’
Агентство	Burrell Communications
Кампания	Only the Name Remains
Рекламодатель	Toyota Motor Corporation
Бренд	Toyota
Posted	Август 2013
Продукт	Avalon
Бизнес сектор	Полный размер и автомобили класса люкс
Слоган	Only the Name Remains
История	Los Angeles, CA, July 29, 2013: Los Angeles-based editorial and post-production company Therapy Studios helps put you in the driver’s seat, literally, with a new spy-themed interactive advertising experience, ‘Only the Name Remains’, created by Burrell Communications and produced by Tool of North America for the totally redesigned 2013 Toyota Avalon. Click here to view the interactive campaign: http://www.toyota.com/onlythename/ View the trailer here: http://www.youtube.com/watch?v=HhB1OWEc6XM The campaign kicks off with a trilogy, ‘Pick Up’, ‘Checkpoint’ and ‘Getaway’, directed by Anthony Hoffman of Believe Media, featuring Idris Elba as a secret agent on the run from an old enemy with partner Nadine Ellis. The three-part story follows Elba as he takes his Avalon on a series of suspenseful car chases and concludes with a cliffhanger that directs audiences to www.onlythename.com to watch the dramatic conclusion. The final sequence invites audiences to explore the interactive video, ‘Take the Wheel’, directed by Ben Tricklebank and James Brown of Tool of North America, enticing viewers to take control of the all-new 2013 Toyota Avalon in a high-velocity evasion chase while illustrating the high-tech features of the vehicle. The interactive experience, with editorial and sound artfully crafted by Doobie White of Therapy Studios, plays like a high-end video game that strategically prompts the viewer with a combination of audio and visual cues to interact with each sequence to explore the features of the 2013 Toyota Avalon. Each attribute is a new level in the game—heighted cuts, exciting sounds and interactivity keep players engaged and moving forward until each feature is fully explored including: entune®, blind spot monitor, paddle shifters, optitron instrumentation, acceleration, integrated exhaust, handling, sport mode and backup camera. “The main challenge of this project was to keep the momentum of the action moving forward while still giving the user an opportunity to interact. We did this by giving the impression that the loops were still apart of the story. If the user doesn't react the first round we don't just cut back in time. We use unseen footage to advance the action while still giving them another chance to interact”, says White about engaging the audience and guiding them through the interactive experience. A :30 trailer also edited by White introduces audiences to the online site for the interactive experience, trilogy, and behind the scenes video featuring Elba as he comments on his first-ever commercial role. “It was a pleasure working with Ben and James. They had everything worked out and in the can. It was just about making it exciting, and getting the viewer involved”, White says of working with Tool of North America. The concept created by Burnell Communications illustrates the sleek and sophisticated styling of the completely redesigned Avalon–so dramatically different, the car is unrecognizable to those in pursuit—“only the name remains.”
Тип медиа	Веб-фильм
Длина	30 seconds
Звуковая дорожка	Original
Больше информации	www.youneedtherapy.tv
Color	Tool of North America
Online	Tool of North America
CCO	Lewis Williams
Направление творчества/искусства	Munier Sharrieff
AD	Rachael McLean
Digital AD	Jerad Koskey
Продюсер цифрового формата	Carlo Treviso
Broadcast Producer	Nathalynne McGinnis
Associate Account Director	NaShonna Griffin
Руководитель группы по связям с рекламодателями	Kerry Adam
Делопроизводитель	Jihan Jefferson
Director	Ben Tricklebank
Director	James Brown
Оператор-постановщик	Alexander Witt
Managing Director	Brian Platt
Исполнительный продюсер	Oliver Fuselier
Руководитель производства	Amy DeLossa
Head of Digital Production	Joy Kuraitis
EP Digital	Dustin Callif
Sr. Digital Producer	Kristen Koeller
Линейный продюсер	Anke Thommen
Production Supervisor	Josiah Bultema
Технический директор	Bartek Drozdz
Editorial	Therapy Studios
Редактор	Doobie White
Assistant Editor	Amy Bostrom
Producer	Allegra Bartlett
VFX Supervisor	Justin Young
Music & Mix	Plan 8 Music Ltd.
Звуковой дизайн компании	Tor Castensson
Звуковой дизайн компании	Calle Stenqvist
Звуковой дизайн компании	Doobie White
Композитор	Tor Castensson
Композитор	Calle Stenqvist
Sound Mixer	Tor Castensson
Sound Mixer	Calle Stenqvist
Production Company (Interactive)	Tool