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Toyota has released a campaign, that starts with a prank TV ad, to mark the launch of the new Aygo model. Saatchi & Saatchi created the campaign, called "go fun yourself". The launch spot features a motorist dressed as a car seat, giving the impression that the car is driving itself. The soundtrack is Chelsea Dagger by The Fratellis. The campaign launches on 12 June in cinemas and on TV across the UK, France, Italy, Germany and Denmark. It was created by Brittany Poole and Todd Grinham, and directed by Jamie Rafn through Smuggler.