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Toyota launches an estimated $9-10 million print campaign this week. It is the automaker’s first major print push under its “Toyota/Everyday” theme, with a eight-page series in Time Inc. publications.
The ads, from Toyota Motors Sales U.S.A. agency Saatchi & Saatchi, Los Angeles, are running in Time, Sports Illustrated, People and other consumer magazines. Sequentially numbered, they tell the story of a day in the life of a Toyota consumer. Each ad is headlined, “Everyday life.”
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