Saatchi, Toyota Go Beyond "Everyday'

$30-40 Mil. Launch of 2000 Tundra Will Introduce a New Tagline
LOS ANGELES-Toyota Motor Sales USA has ditched its “Everyday” theme for the launch of its full-size pickup truck, the 2000 Tundra. Saatchi & Saatchi’s new campaign, backed by $30-40 million, will use the line, “Have we gone too far? Or have others not gone far enough?”
“Everyday,” which continues for the rest of Toyota’s vehicles, was dropped in order to make the Tundra look special. The model enters what Scott Gilbert, the Torrance, Calif.-based