Toyota promotes escape, whatever the car

This new campaign for Toyota Hellas looks, at first glance, like a Ford commercial, featuring as it does a Ford Fiesta, but the 90-second spot is actually highlighting Toyota's commitment to DIOTIMA, an NGO that offers free legal and psychosocial services to women experiencing abuse.

Created by Ogilvy Greece and directed by Argyris Papadimitropoulos through Foss Productions the spot begins in the dead of night with a young woman holding her half-asleep baby. The woman gathers only the essentials she need and flees her home… in a Ford. The spot ends with the Toyota insignia and the message: “It doesn’t matter what car you drive, as long as you get away.” 

The campaign was launched in the days leading up to the International Day for the Elimination of Violence Against Women, observed annually on 25 November because, in Greece, gender-based violence remains a critical issue, with 37% of women have experienced physical and/or sexual violence, according to the European Institute for Gender Equality.