The ads, which target a young, pre-family audience of late 20- to 30-year-olds, position the car as a must-have by showing the great lengths its owners go to in order to attract attention to the car.
The first TV spot, "stolen car", breaks on 4 July on national terrestrial and satellite channels. It shows a surfer running out of the sea and noticing a Corolla driving out of the car park. He starts running after it, screaming that it is his car. The chase continues until, exhausted, he collapses.
He then sees a different Corolla, which inspires him to jump up again and chase it.
The second spot uses the same theme and shows a man pretending that the Corolla he is test-driving is actually his. Both ads use the endline "a car to be proud of" before the line "Today, tomorrow, Toyota" flashes up on screen.
Tony Granger, the executive creative director of Saatchis, said: "The Corolla campaign began with amazing impact, but I think this campaign pushes the boundaries even further. With the combination of engaging action, dynamic characters and well-shot imagery, the idea will capture the audience."
The ads were written by Adam Scholes, art directed by Hugh Todd and directed by Kevin Thomas through Thomas Thomas. Media is by ZenithOptimedia.
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