hoffman lewis

Hoffman Lewis
Video: "Hot Car"

Hot Car

For Steve Young, the 2011 Camry is one hot car.

Video: "Hybrid"

Hybrid

Steve Young praises Toyota's line of Hyrbrid cars.

Video: "Trailer Setup Time Lapse"

Trailer Setup Time Lapse

Watch the BP crew set up for the 'Yes" shoot.

Video: "Leslie and Chuck"

Leslie and Chuck

Owners Leslie and Chuck discuss their Toyota Tundra.

Video: "Camry: Reliable"

Camry: Reliable

Beth talks about her venerable Toyota Camry.

Video: "Prius: Cabbie"

Pirus: Cabbie

San Francisco cabbie Brad praises the Toyota Prius.

Steve Young says "Yes" Steve Young and the Clapperboard The answer you wnt Transporting the Toyota Unloading the Toyota Steve Young in-between takes On location with the Toyota Storyboards from the Campaign - Page 01 Storyboards from the Campaign - Page 02 Storyboards from the Campaign - Page 03 Storyboards from the Campaign - Page 04
Photos (11)
Video: "Hot Car"
Video: "Hybrid"
Video: "Trailer Setup Time Lapse"

"Yes" TV Campaign

Challenge



When one of the top selling automobile brands in the nation starts preparing for an ad campaign, they need big ideas. That’s why Toyota works with beloved former 49er quarterback Steve Young – who has also been a faithful customer for many years. In the past, Toyota and their esteemed partner Hoffman/Lewis had found success with the expertise of Beyond Pix Studios, so the Hoffman/Lewis creative team called Beyond Pix Studios to produce the 3 commercials for the “Yes” ad campaign, starring Steve Young… and co-starring various Toyotas. Because the team would be working with celebrity talent, the time allocated for filming his shots would be limited – Steve Young had only eight hours on one single day, so each second of filming had to be optimized to the hilt. To this end, the team would have to find one local town that could provide 3 different looks for each commercial, and that town needed one long and scenic road to use the process trailer for the running footage. Filming had to be dead on every time.

Trust us Directing the crew Setting up the camera On location with Leslie and Chuck On top of things Leslie behind the wheel Lighting a Toyota Smile for the camera Patrick Wong with the talent Shooting the talent and Toyota Viewing the footage A closeup on the footage Into the wild blue yonder
Photos (13)
Video: "Leslie and Chuck"
Video: "Camry: Reliable"
Video: "Prius: Cabbie"

"Trust" Campaign

Challenge

In spite of a challenging time for the automobile industry, Toyota was able to maintain a loyal and dedicated consumer base. How? Because people still love their Toyotas. The Northern California Toyota Dealers Association wanted to let the world know why people still trust and love Toyota. They turned to long-time ad agency Hoffman/Lewis to get the message out through a broadcast spot campaign. Not only would it illustrate the authenticity of Toyota vehicles, the campaign itself would also have to be true and real. The challenge was to discover, scout and shoot up to 15 different real life Toyota owners and capture the essence of their trust in the Toyota brand. This meant covering a range of over 750 miles to scout and shoot the various people where they work, play and above all use their trusted Toyota. The project required the Creative Services department at Beyond Pix Studios to flex its muscles and tackle a significant logistical challenge on a tight timeline.



Execution

Well-known Bay Area Director of Photography Norman Bonney and Director Sharon Krinsky brought together a strong and compact team with Beyond Pix Creative Services to execute this campaign. The creative team spent three days on the road scouting for and meeting real Toyota owners, conducting pre-interviews, and uncovering the true love stories between people and their Toyotas. Beyond Pix Studios even coordinated a test shoot to establish the creative and technical parameters of the project. The test shoot was so successful that the footage made it into the final campaign spots. The shoot itself covered over 500 miles throughout four days to capture 12 real Toyota owners telling their "Toyota story". Hoffman/Lewis conducted the post-production phase and ultimately deemed the project a huge success for Toyota.

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