Toyota Rukus – Never Blend In

Toyota’s new niche vehicle, the Rukus, is being promoted in Australia with the tag line, “Never Blend In”. Targeting a young contemporary urban audience, Rukus delivers a unique package of brazenly boxy urban design, performance and versatility. A 2-minute video launched in 2010, shot entirely in CGI, has been followed up with a 30 second commercial placing the new Rukus in the context of invisible competitors.

Toyota Rukus - Never Blend In


Click on the image below to play the Invisible video in YouTube (HD)

Click on the image below to play the CGI video in YouTube (HD)

Oddfellows ECD Wayne Maloney said, “The ‘Don’t Blend In’ campaign positions Rukus as the vehicle for those who aren’t afraid to stand out. It is the antithesis of a normal car campaign — using gritty urban scenes instead of picturesque roads, and highlighting the vehicle’s boxy shape instead of aerodynamic curves”.

TMCA’s marketing manager Scott Thompson said Rukus will appeal mainly to young, urban trend-setters – many of whom have previously never owned a Toyota. “Rukus is anything but a standard car – and that’s exactly why we’re introducing it to the Australian market,” he said. “It is not a mass-market car: it’s an acquired taste that will polarise opinions. Fans will be passionate – and not just because of the space, performance and great standard features. Many owners will dress up Rukus, adding their own flair by customising it with Toyota Genuine and after-market accessories.”

Credits

The Rukus campaign was developed at Oddfellows, Sydney, by executive creative director Wayne Maloney, art director George Bassiakos, copywriter George Organ, agency producer Carolyn Thomas, group account director James Trebilcock.

Filming was shot by director Scott Bradley via Rotor Studios, Sydney, with producer Claire Evans and director of photography Garry Phillips. CGI and post production were produced by motion graphics/VFX producer Luke Sandford and editor David Cannings.

Sound design and mixed by Jamie Greene at Speed of Sound, Sydney.

Oddfellows ECD Wayne Maloney said, “The ‘Don’t Blend In’ campaign positions Rukus as the vehicle for those who aren’t afraid to stand out. It is the antithesis of a normal car campaign, using gritty urban scenes instead of picturesque roads, and highlighting the vehicle’s boxy shape instead of aerodynamic curves”.