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Only 8,600 will be sold this year, say new spots from VaynerMedia.

Toyota is betting on exclusivity in two new spots from VaynerMedia. Sales of the 2017 Toyota 86 sport sedan will be limited to an initial run of 8,600 cars this year. The digital spots present the 86 as a vehicle unfit for banal tasks like picking up groceries or spending family time. They were shot on the track at the new Porsche Experience in Carson, California—the rival brand’s second US test track that opened late last year. The spots are running on YouTube and Snapchat and as carousel ads on Facebook and Instagram.