Toyota Canada will unveil a, two-minute feature commercial during this Sunday’s telecast of The Academy Awards on Canada’s CTV. The ad will run only in Canada and only once inside the Academy Awards telecast during the first commercial break. The long-form spot, entitled “What You Want Is What You Need” will introduce Canadians to the new, restyled 2007 Toyota Camry. The two minute commercial will be followed up with :60 and :30 versions to be aired on CTV through May.
Saatchi & Saatchi created the commercial which was filmed by Oscar-nominated cinematographer Dante Spinotti in Valdivia, Chile and tells the story of two villages: the Village of Need and the Village of Want. The people of Need are workers and planners, while those from Want live a life of play and indulgence. Hmm, sounds a lot like Metropolis and The Time Machine to us.
For some reason, the press release is all a twitter over this being something really special as if no one in Canada has ever heard of a two minute commercial before or, gasp, the introduction of a new product during the Oscars. To raise anticipation of this earth-shattering event, Toyota Canada will “unveil” the two minute commercial…um…sorry…film on this really new fangled thing called a website on March 5 at 8 PM. Tune and don’t miss this historic event.
UPDATE: It’s really not that good. A waste of hyper-publicity.
