Will Style Sell Celica? -- Saatchi Takes New Routes for Toyota Celica, Other Models in '94 Campaign

TORRANCE, CALIF. – Saatchi & Saatchi/Pacific rolls out a new campaign for Toyota Motor Co.’s Celica this week – an attempt to reposition the car based on its styling, calling the Celica ‘one of the most visually distinctive automobiles you have ever seen.’
The rest of the 1994 model year campaign spreads a mix of messages over Toyota’s various nameplates, hitting leasing, made-in-America and quality themes. But it also includes a jaunty parody of one competitor’s ads and a direct assault on Saturn, points that will likely be seen as shots fired in the pitched battle for market share.
Toyota’s Tercel ads, with spending pegged at more than $12 million, take off on recent work from Venice, Calif.-shop