Toyota

Boomerang Sponsor

As a sponsor of TVA sitcom, Boomerang, Toyota wanted to push the boundaries of traditional advertising. With this goal in mind, the agency created customized ads that actually intruded on the world of the series, with Toyota’s signature spokesperson, Richard the Tow Truck Driver, pitching outrageous script ideas to the show’s director and scriptwriter. Inspired by the series’ behind-the-scenes segments, and broadcast live on television and on catch-up TV services, these ads succeeded in captivating viewers. Using a simple but clever concept—blending fiction with reality—the agency broke the mould of the traditional TV spot.