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TV Spot








Jason Stone
Toyota

"What Matters Most (DC)"

30 January 2025

3 mins 32s


Une belle amitié.

This charming Canadian commercial for Toyota from director Goh Iromoto charts the friendship between two girls as they move through adolescence to womanhood, a sad parting and a happy reunion. Unlike Frédéric Planchon's similar 2019 ad for Renault, there is no romantic relationship between the two, but their union is just as close, and almost as intimate in Iromoto 's beautiful portrayal.

The playfulness with chronology in this director's cut suggests their friendship is eternal, surviving, as it does, a temporal parting but not a spiritual one, even though there's clearly a long gap before their sweet reunion. One senses that the director spent a lot of time with editor Scott Edwards perfecting this assembly until it was as touching as he wanted it to be.

A word too for the director's ability to draw terrific performances from his cast, especially the youngsters who play the duo as children. It feels so authentic as to be almost documentary, and it doesn't get much more real than that.

Canada

Cars


CREDITS
Director: Goh Iromoto
Review posted: 31 January 2025 - 01:16
A few more from:
Goh Iromoto

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"Another Birthday"


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"Go Beyond"


The Farmer's Dog
"Forever"


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"The Name"


Scotiabank
"First Day"