Saatchi Plays Optical Tricks for Solara

LOS ANGELES To capture the wind-in-your-hair feeling of Toyota’s first Solara convertible, Publicis Groupe’s Saatchi & Saatchi will dot the country with lenticular and 3-D billboards that create optical illusions as drivers pass them.

Creative directors Miles Turpin and Steve Landrum, both of Saatchi’s Torrance, Calif., office, chose the Solara to launch what they said is the first lenticular billboard in the category because of the simplicity of the creative sell. “The Solara coupe’s styling had already been well received,” said Landrum.