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Toyota is launching a multimillion-pound ad campaign for its GT86 sports model.

The "real deal" work, created by Saatchi & Saatchi London, launched on 17 August with an animated 60-second TV spot. It uses CGI to dramatise the story of a man who has become tired of living in a superficial, artificial world.

A 90-second version of the spot will be seeded online, and YouTube masthead and pre-roll activity will follow. Cinema spots are planned to coincide with the release of the new James Bond film, Skyfall.

The ad was written by Rob Potts and art directed by Andy Jex. It was directed by Adam Berg through Stink, with animation by the Hollywood digital effects house Digital Domain.