The Supra was discontinued in 2002 — 19 years after it was launched in 1978. Its status as a 'legendary' sports car can, in part, be attributed to its appearances in numerous video games, movies — it was the anchor star car of the Fast & Furious franchise — as well as music videos and TV shows.

It was the car's presence on many gaming consoles that inspired the creative team at FCB Joburg. The team consist of creative director Tian van den Heever, designers Thabang Lehobye and Janine Kleinschmidt, art director Kabelo Mabaso and copywriter Matthew Shafto.

"The new generation Supra has been described as a 'stunning' interpretation of Japanese two-door performance car 'art' It's a personal privilege for me, a child of the 1980s who grew up driving Supras through a gaming console, to be involved in its launch in South Africa," says van den Heever. "[It's] especially [a privilege because] previous generations were never available for purchase in the country."

"The big idea behind the campaign is 'Press Start' — a phrase that takes gaming and sports car enthusiasts back to their gaming days in the 1980s and 1990s. 'Press Start' was what you did to get the games underway, and now we are using it to introduce you to the ultimate gaming car in real life," van den Heever adds.

The campaign launched on Monday, 15 July and comprises a television commercial and print and digital elements. The TVC and visuals were shot over three days at Zwartkops Raceway in Centurion.



"The Supra TVC is a real trip down memory lane for those who grew up loving the Supra, and a true education for those who only know the legendary supercar through Fast & Furious movies," says Tasneem Lorgat, Toyota South Africa senior advertising manager. "I'm really excited to see how our target market — affluent sports car enthusiasts of all ages — react to it." 

"Too soon, the player is all grown up, off of the couch and behind the wheel of the Gen 5. It's all smoke and fury and gleaming metal. It's blisteringly fast and eye-wateringly beautiful. I dare any car aficionado to watch it and not want to drive it," Lorgat concludes.

For more information, visit www.toyota.co.za. You can also follow Toyota on Facebook or on Twitter.