How do you sell a remarkably basic car? One that has no awesome features to speak of? We decided to celebrate the fact that it's got no awesome features to speak of! "It's a car" is a campaign designed to vaporize any doubt as to whether or not the 2012 Yaris is a car. We wouldn't dream to attempt this kind of poppycock under normal circumstances, but we have an ace up our sleeve. The Yaris target is basically a bunch of nerds. Fortunately, so are we! We used the kind of insider language, self-effacing jokes and dopey schtick we already know and love.

Launch the campaign
Published
August 2012
Topics

The Story

How do you sell a remarkably basic car? One that has no awesome features to speak of? We decided to celebrate the fact that it's got no awesome features to speak of! "It's a car" is a campaign designed to vaporize any doubt as to whether or not the 2012 Yaris is a car. We wouldn't dream to attempt this kind of poppycock under normal circumstances, but we have an ace up our sleeve. The Yaris target is basically a bunch of nerds. Fortunately, so are we! We used the kind of insider language, self-effacing jokes and dopey schtick we already know and love.

A first-of-its-kind Google Chrome experiment, “It’s a car” was specifically built around the available technology. It’s basically a looping video that changes based on user input. It does so using socket-to-socket communication for instant multiplayer interaction. WebGL, real-time physics and adaptive sound. Every cutting-edge tech tool was used to express the undeniable “car” power of the Yaris in one cohesive piece of participatory content.

The Technology

The Results

“It’s a car” is a sublime celebration of the fact that there’s a no-flim-flam car for people who don’t care about flim-flam in the first place. We reached 80% of our 2012 sales goal by February alone. We threw away the rules and the world came along for the ride. This tweet says it all: “My girlfriend just laughed out a fart. First time I’ve heard her fart in five years. Thank you Yaris.”

920

total cups of coffee drunk

65

total hours of missed sleep

45

team members working on this project

Launch Date Sept. 8, 2011