Consumers are conscious of the fact that advertisers present them with calculated and idealized images over and over again, so this Toyota Yaris campaign endeavors to demonstrate that it is different, even if it's not.
The way that Saatchi & Saatchi of Stockholm, Sweden, strove to accomplish this was through the use of photographs, seemingly snapped by regular people, of regular people with sub-grade cameras. What gives this away is the poor quality of the picture, the awkward composition and the haphazard moments captured. Not every subject appears to be aware that a photo is being taken, for they might be looking away and posed quite casually. This Toyota Yaris campaign features customary tasks and events in life to communicate the practicality of this small car, though the setup of these spreads is totally deliberate.