Toyota's Upgrade Specialist Joins the World of Superheros!
They say superheros emerge only when we need them, they are destined to save the world from all kinds of villains, including boredom and lethargy, and even if it’s done indirectly, like Toyota’s “Upgrade Specialist” Ali Al Sayed, the world needs it!
This year, Toyota is launching a Ramadan offer with a different approach, instead of focusing on discounts and special prices, the campaign focused on the greater value consumers can get with the new offer. The campaign features a somewhat unconventional life coach that runs around in his bright red tracksuit trying to inspire people to upgrade themselves, using his red megaphone Comedian Ali Al Sayed spreads words of encouragement in parks, offices and restaurants, and eventually he manages to recruit a smaller version of himself.
The campaign is based on a series of short videos, my favorite spot is the Office Upgrade, actually it reminds with The Office show, the elevator scene is so Dwight-like!
The choice of the character is brilliant, Ali Al Sayed is a very talented comedian and a well-known face in the UAE, which makes him perfect for this character, and I don’t think it should end here, there should be more campaigns featuring this character, perhaps with a different name, and I do believe the agency should roll out an Arabic version of these campaigns.
Project: The upgrade Specialist
Agency: GMASCO
Creative Director: Shaun Dean Thomas
Art Director: Jan Stoop
Copywriters: Jayne Marar, Ali Al Sayed
Senior account director: Kelly Allison
Account manager: Lyda Camargo
Digital account manager: Kate Hunton
Digital Art Director: Chandan Nadrajog
Production company: FILM MASTER
Director: Ziad Oaks
Content Producer: Tony Lehal
Producer: Yvonne Kuehl
DOP: Ziad Oakes
Camera operator: Andrea Quaglio
Focus Puller: Roger Schram
DIT: Saul Barran
Sound Engineer: Khaled Hamdi
Wardrobe: Alessandra Vanni
Hair & Make up Artist: Marcia Lima Santos
Casting Director: Laura Ciccarelli
