11. Toyota GT 86: The real deal

"Unique in that so many ads look and feel the same, yet this feels hi-tech and modern"

The ad

Set in a CGI world that looks like a computer game, with the main character driving around a futuristic city looking for something real. “Can you feel it? Can you feel the thrill of being alive? Neither can I. There is no ‘real’ in this town,” the narrator complains. But that all changes when he finds a Toyota GT 86 and sets off with the authorities in hot pursuit. The advert ends with him breaking his way out of the fake city.

The expert view

“Unique in that so many ads look and feel the same, yet this feels hi-tech and modern. Positioning the GT 86 as the car that’s as close to the gaming car is brave, and it’s a clever way of making it look fast.”

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