Madonna and Kanye West ditectors brought in to direct Toyota Yaris ad campaign

Toyota enlists Kanye West and Madonna directors for pop-video-themed all new Toyota Yaris ad campaign

State-of-the-art ad takes Toyota Yaris brand in fresh direction

Toyota is launching a series of pop-video-inspired ads to back its campaign for the next-generation Yaris.

The campaign is intended to give the Yaris a dynamic and smart new image that will challenge consumer perceptions and reach out to a fresh audience of 20- to 30-year-olds

The TV ad, which has been created by Saatchi & Saatchi around the theme 'Outsmart life in a Yaris', fuses music video with animation to create a series of radical new-look, pop-video-style ads for the brand. The slots have been written and art directed by Rob Potts and Andy Jex from Saatchi & Saatchi and directed by Jonas and Francois, the duo behind the famed Madonna & Justin Timberlake '4 Minutes' film.

Each execution creates a humorous story around a key Yaris attribute; its driving agility, its intuitive touch-screen multimedia system, and its rear-view camera. Each ad includes a song produced exclusively for the ad titled 'But, Can You Do This?'.

The first in the series of three 40-second TV ads will break on 26th August humours a 'Gadget Guy' by emphasizing the superior, streamlined technology and interior design of the Yaris. The third will highlighting the state-of-the-art 'Toyota Touch & Go' multimedia system, which gives drivers access to the infinite knowledge and sociability of the web.

Toyota enlisted music film visionaries Jonas and Francois, whose previous projects include pop videos for Madonna, Kanye West and Justin Timberlake, to direct the ad.