Saatchi Launches ‘Everyday’ Campaign for Toyota

Feel-Good Spots Focus on the Commonplace Dramas of Joe Public
LOS ANGELES-Toyota Motor Sales USA has launched its 1998 model year campaign with the new theme, “Everyday,” replacing the longstanding “I love what you do for me.”
The new commercials from Saatchi & Saatchi Pacific in Torrance, Calif., consist of an image spot-in a 60-second and a 30-second execution-and six new model spots. Ads broke Sept. 14 on national TV.
People are the focus of the image spots, titled “Affirmations,” with the individuals responding to the question, “All you have is today. How will you make it count?” The ad is set in everyday settings such as a barber shop, a drive-in and a dance club.
The model-specific ads include the launch of the Sienna, Toyota’s new minivan. One of two spots for the model depicts a frustrated mother trying to appease her crying infant in a car seat. As she searches for his pacifier, the benefits of the fold-down seats and sliding doors of the minivan are highlighted.
The spot for the Corolla shows two grandparents arguing over whether to keep the car windows up or down. They resort to a game of rock, paper, scissors, with the woman winning and the windows remaining up. The campaign also includes ads for the Camry, the top-selling car in the U.S., and the Tacoma 4×2. All the spots end with the words “Toyota/Everyday.”
The themeline is in contrast to Toyota’s previous approach, which had focused on individual models with a different message for each car.
“In the past we’ve spoken more like a manufacturer and less like a marketer. Today, we are going to speak much more like a marketer,” said Joe McDonagh, Saatchi Pacific’s executive creative director.
The client could not be reached for comment at press time.
Toyota spent $380 million on advertising last year, according to Competitive Media Reporting. The company has spent $145 million through May of this year.