What The Dillio Is With TOYOTA?

What has gotten into Toyota Motor Sales U.S.A.?
The Torrance, Calif.-based automaker–typically a conservative advertiser–is rolling out new ads featuring rockers and rappers.
The new campaigns, from Team One Advertising, El Segundo, Calif., for Toyota’s Lexus luxury division, and from Saatchi & Saatchi Los Angeles for Toyota, attempt to broaden the car maker’s reach and connect with younger consumers.
The Team One spots, for example, tout Lexus’ sponsorship of Eric Clapton’s 1998 U.S. tour, with footage of the British rock legend in concert. The campaign also plays up a promotional tie-in with CNN and its Show Biz Today program.
Meanwhile, Saatchi is targeting the African American market with a new TV spot featuring rapper Big Dog.
The Dog raps a takeoff on Toyota’s “Everyday” campaign. “Word up,” he says. “Toyota is the truck I drive every day.” –Michael McCarthy