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NEW YORK-Toyota Motor Sales USA this fall will unveil a new advertising theme-“Toyota. Every day.”-to replace its long-running “I love what you do for me,” sources said.
Though the company is still a few weeks away from disclosing details of the upcoming campaign, one source said the executions convey in an emotional way that Toyota is ultra-dependable and integrated into owners’ everyday lives. The new ads, from Saatchi & Saatchi Pacific in Torrance, Calif., will break in mid-September to help launch the new Corolla and other 1998 models such as the Sienna minivan.
The aim, sources said, is to impart the same tone Saatchi used last year for Corolla, “The most-trusted car in the world.”
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