S&S Remodels Toyota

Toyota Motor Sales USA has launched its 1998 model year campaign with the new theme, “Everyday,” replacing the long-standing “I love what you do for me.”
The new ads from Saatchi & Saatchi Pacific in Torrance, Calif., consist of an image spot–in a 60-second and a 30-second execution–and six model spots. Ads broke Sept. 14 on national TV.
People are the focus of the image spot, titled “Affirmations,” with individuals responding to the question, “All you have is today. How will you make it count?” The commercial is set in everyday settings such as a barber shop, a drive-in and a dance club.
“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 model-specific spots include the launch of the Sienna, Toyota’s new minivan. One of two ads 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 minivan’s fold-down seats and sliding doors are highlighted.
The campaign also includes ads for the Tacoma 4×2 and the Camry, the top-selling car in the U.S.
All the commercials end with the words “Toyota/Everyday.” The new theme is in contrast to Toyota’s previous approach, which had focused on individual models with a different message for each car.
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.