Amsterdam Ad Blog

White trash beauty

November 5, 2012, AAB

We’ve seen commercials before in which the car is depicted as a toy for a boy. But this ad, celebrating the white trash car, is not just that. If you buy it as a man you’ll not only have a midlife crisis, you’ll also have an instant relationship crisis. What a brilliant (online) film, quickly switching between the aesthetics of real men riding their horsepowers and the hysteria of their other halves, using the hidden – but staged – camera trend. The two scenes alternating are so extremely different from each other that the ad doesn’t look like anything else and turns this Toyota GT86 into a poignantly attractive object. It was created by Happiness Brussels, produced by Caviar, directed by Arnaud Uyttenhove, and shot by Dimitri Karakatsanis.

10 Comments on "White trash beauty"

  • Pip says:

    Would have been cooler if there had been one instance of a woman buying the car for a guy who became hysterical (seriously: us women can afford to buy cars). Instead of just portraying women getting hysterical. Because that’s what we do, right? Sigh.

  • Skittle says:

    This is great!!

  • AAB says:

    @Pip
    You’re certainly right about the film being very stereotypical (“Sigh”) – if not sexist. However, that’s exactly the concept and that makes it such a great commercial – in our (male) opinion. You’re version would be the female perspective and thus not attractive for the kind of guy that wants to joyride this car.

  • wu stealing says:

    uhhh how about how the music was stolen from english band WU LYFE and the video even uses dramatics elements from the song’s music video.. Toyota and Happiness Brussels should be ashamed having stolen the music to make this ad.

    From the band:
    “TO ANYBODY INTERESTED AS TO WHY WE ARE FEATURED IN A TOYOTA ADVERT:

    We too are interested to know why our music is featured in a sexist sports car advert that encourages men to live out their ‘inner chauvinist’.

    We have not consented to this, we have not earned a penny from this and on behalf of the band I am fucking angry about this.

  • AAB says:

    @Wu Stealing
    Send us (mail [at] amsterdamadblog . com) your contact details and we will get you in touch with the right person from the production company.

  • Asher Lev says:

    We too are interested to know why our music is featured in a sexist sports car advert that encourages men to live out their ‘inner chauvinist’.
    Whoa, it is just music. You realize different people listen to and like your music, and yet each and every listener has a different perspective on life, some of which you may consider sexist/cisgender/chauvinistic. Diversity is a bitch for sure, and it does hurt to realize that people don’t identify with the music AND to your own moral compass/ideological (false consciousness)coordinates—they should know better. But honestly, the only reason this complaint holds no water is due to its blatant support of the most gender ENGENDERING system instilling instrumental rationality by means of the patriarchal dichotomy powerless (slave)/powerful (masters)—CAPITALISM!!! Destroy the masters and you will have no slaves. Destroy the concept of man and you will no longer have the concept of woman. Nature does not exist. Man does not Exist. Woman (does not exist)

    “We have not consented to this, we have not earned a penny from this and on behalf of the band I am fucking angry about this.” ape victim

  • mighow says:

    Awesome advert. The band should be proud that the music was used to promote male agency and power. There is no such thing as ‘inner chauvinst’. Men are human beings with their own thoughts, feelings, emotions and aspirations. The possibility that women don’t agree with them is subject for debate not censorship.

  • Christoph says:

    Where did the video go?

  • AAB says:

    It has been removed for intellectual property reasons.

  • Eskimo says:

    What does that mean? I highly enjoyed this video and beg that you please reupload the video. It was amazing and inspiring work!

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