Marc Ellis-fronted Toyota campaign a search-engine nightmare
Saatchi & Saatchi's new "Top to Bottom" campaign has met its match in Google.
Marc Ellis is following in the footsteps of good Kiwi man Barry Crump and fronting a new campaign for Toyota, taking his Cruiser into the country's back paddocks.
Mr Ellis is doing for Land Cruiser what Crumpy did for the Hilux – only with a modern twist. (Click here for the campaign’s YouTube channel.)
He’ll take the new FJ Cruiser on a journey from the top of the country to the bottom in what agency Saatchi & Saatchi hopes will be an epic road trip.
However, the campaign's name, "Top to Bottom", is a search engine nightmare. A quick Google of the campaign name brings up links based on homosexual congress preferences.
Perhaps a safer name would've been something Kiwi-focused, such as "Reinga to Bluff"?
What the Ellis and Crumpy executions share is the off-road factor - but Mr Ellis will have to keep his Cruiser entirely away from paved roads.
He’ll have to use back country roads, farm trails and tracks, and if he touches tarseal, he’ll have to tackle additional challenges, on which an online community will vote.
The campaign includes print, PR and dealership POS.
Mr Ellis will leave Cape Reinga and travel to the western side of New Zealand, across to Hawke’s Bay and via Wellington to the South Island. He’ll then go through the South Island’s high country and Otago.
The vehicle and its driver are due in Bluff on February 21, with 16 days of driving via seven public checkpoints.
“But who knows what will happen?” said Saatchi & Saatchi group account director Mark Cochrane.
“That’s what’s fun and engaging about live ideas like this and why we genuinely want Kiwis to help.”
Punters can keep track of Mr Ellis online and help out by sharing secret local tracks.
Hazel Phillips
Tue, 18 Jan 2011
Tue, 18 Jan 2011
© All content copyright NBR. Do not reproduce in any form without permission, even if you have a paid subscription.
Marc Ellis-fronted Toyota campaign a search-engine nightmare
11624