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Saatchi & Saatchi Europe Turns Prague into ‘The Musical City’ for Toyota

If you like watching bad karaoke, you’re going to love Saatchi & Saatchi Europe’s newest spot for the Toyota Yaris Hybrid.

The agency turned Prague into a playlist by replacing street signs with the names of songs (much to the chagrin of local cabbies) and connecting the car’s stereo to the GPS so that the song changed every time the driver changed streets. In this way, drivers could select the song by altering their route. Supposedly the “best performers” were chosen to appear in the television spot, which airs in Poland, UK, Czech Republic, Sweden, France, Hungary, Italy, Denmark, Germany and Spain, but we think you’ll agree “most entertaining” is a more accurate description.

So what does karaoke have to do with the Toyota Yaris Hybrid?

“Saatchi & Saatchi’s challenge was to bring to life the positive emotions felt when driving a Yaris Hybrid,” explains Stéphane Rydlewski, campaign development for Toyota Motor Europe. “And what is more natural when you feel good in a car, than to sing! The result speaks for itself. Pure emotion. Pure happiness and highly contagious; I must confess I can’t help but sing when I watch it.”

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