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Client: Toyota Motor Sales, Torrance, Calif.
Agency: Saatchi & Saatchi Pacific, Torrance, Calif.
Creative Director: Joe McDonagh
Art Director: Walt Harris
Copywriter: Shane Strudwick
Producer: Jonathan Whitehead
Toyota’s 1997 Motorsports campaign is its most aggressive push to date in advertising its involvement on the race car circuit. ‘The amount of work is at least three times Toyota’s typical effort in terms of creative,’ said Saatchi creative director Joe McDonagh. The client is stepping outside motorsports media and into more mainstream programming and publications to position itself as a major player in racing.
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