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Saatchi & Saatchi, in its first campaign since retaining Toyota’s $80 million New York regional dealer account in July, finds virtue in choice, touting 17 different models that fit everyone from an extreme-sports enthusiast to a contractor to a judge.
Five TV spots that break this week feature characters with little in common other than their Toyotas. Shot against a white backdrop, each commercial features two people bantering about car features while acknowledging differences in their personalities and behavior.
The concept of something for everyone was the crux of Saatchi’s winning pitch, said creative director Neal Foard.
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