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12 January 2022

Watch your back.

by Andrew MacGregor


Toyota: “T-Mate” - 45s

This is a fun way to promote Toyota's advanced driver-assistance system, T-Mate, even if it does sounds like a chummy rapper or the modern successor to Father Ted's Tea Master. Directed by Jack Cole, the ad depicts an observant woman who always saves her friends from harm, embarassment, and hefty museum bills.

Those who despair at their friends' lack of spacial awareness—especially in the age of social distancing—will enjoy how each mini-disaster is averted, while the protagonist's reward is her own watchful sidekick which prevents an ice cream massacre. Sorry, Sarah Connor, but sometimes machines really do seem to be a safer bet than humans.


Creative Agency: The&Partnership Ⓟ Ⓦ
Creative Director: Dominic Gettins
Creative: Guus Ter Beek / Tayfun Sarier
Agency Producer: Savannah King
Director's Agent: Dark Energy Ⓟ Ⓦ
Cinematographer: Theo Garland
Editor: Chris McKay
Sound Design: Grand Central Ⓟ Ⓦ
Audio Producer: Molly Butcher

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