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LOS ANGELES To craft a new print ad for Toyota Material Handling USA, independent brand-developing agency RiechesBaird turned to the comics for inspiration, an agency representative said.
The full-page ad, breaking this week in the trucking and forklift trade press and on site at commercial lift-truck dealerships, draws attention to the manufacturer with a Batman-like scene: over a dark, industrial city, a spotlight calls out the Toyota logo.
Betsy Scherzer, Toyota account executive at the Irvine, Calif.,
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