Toyota Evolves Tagline

Toyota Motor Sales USA expands on its “Everyday” campaign with eight new TV spots for 2000 model year cars beginning this week. Billings are estimated at $150 million, said sources.
The 30-second spots, from Saatchi & Saatchi Los Angeles, tweak the theme to become a two-word phrase, “Every day,” and add extra words that fit the plot of each ad, said agency chief executive Scott Gilbert.
In a spot for the Corolla, an entire city goes black after a power failure at the millennium, but the reliable Corolla is unaffected and drives away. “Always there. Every day,” reads onscreen text. Another Corolla spot uses high-tech animation of ants crossing the road, created by digital effects house ILM, to highlight the car’s new VVTi engine. “Charging ahead. Every day,” reads the copy.
One spot for the Camry features ’80s one-hit wonder Right Said Fred singing their song “Too Sexy,” with new words to describe cool Camry drivers. “You’re stylin’. Every day,” reads the copy.
An ad for the Sienna minivan focuses on safety with the line, “What matters. Every day.” The Tacoma 4×4 ad touts the truck’s exhilarating ride, with the driver seen donating his adrenaline at the end.
Toyota, Torrance, Calif., wanted to be more lighthearted than in the past. “[They] let us do advertising to get people to smile,” said Gilbert.
Print work supports the TV, which will air on national network TV. Ads will run through the end of 2000.