Now Toyota turns to its Facebook friends

2010 was an annus horribilis for Toyota in the US, plagued by recalls of cars with dodgy accelerators, $48m in regulator fines and a resurgence on the part of the US big three, General Motors, Ford and Chrysler.

But if you’re short of friends the place to turn is clearly the all-conquering parallel universe of Facebook.

Accordingly Mike McKay, ECD of Saatchi & Saatchi Los Angeles came up with the bright idea of a Facebook community of Toyota owners called Auto-Biography and invited its nearly 300,000 members to submit their stories about their Toyotas (positive presumably). Over 10,000 were received.

Seven of these have been chosen to form the basis of an online campaign featuring the work of various animators including this one from Yannick Puig, winner of the Aniboom animation studio and Saatchi animation competition held as part of Saatchi’s New Directors’ Showcase at Cannes last year.

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