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Toyota takes its quirky new creative sensibility and “Moving forward” tag into the ferociously competitive truck category this week with a seven-spot blitz for the model-year 2005 compact Tacoma and full-size Tundra pickups.
In the new ads, Publicis Groupe’s Saatchi & Saatchi in Torrance, Calif., uses sardonic humor and spoofery—the Tacoma ads parody charity appeals, anti-depressant soaps and accident-prevention PSAs. Collectively, the campaigns are backed by an estimated $100 million-plus. (Toyota spent $45 million on Tundra and about $40 million on Tacoma in 2003, per Nielsen Monitor-Plus.)
“Tacoma is very important to our image and to bringing young men into the brand,” said Deborah Wahl Meyer, Toyota corporate manager of marketing communications.
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