Toyota to Unveil New Themeline From Saatchi Touting Dependability




NEW YORK-Toyota Motor Sales USA this fall will unveil a new advertising theme-“Toyota. Every day.”-to replace its long-running “I love what you do for me,” sources said.
Though the company is still a few weeks away from disclosing details of the upcoming campaign, one source said the executions convey in an emotional way that Toyota is ultra-dependable and integrated into owners’ everyday lives. The new ads, from Saatchi & Saatchi Pacific in Torrance, Calif., will break in mid-September to help launch the new Corolla and other 1998 models such as the Sienna minivan.
The aim, sources said, is to impart the same tone Saatchi used last year for Corolla, “The most-trusted car in the world.” Toyota executives declined to comment.
Despite strong sales in the last several years, Toyota has been searching for a brand platform, a link with each product ad to the overall brand, from which to pitch its cars and trucks.
Toyota “would have liked to stake out the position Honda has, which is ‘Simplicity,'” said one Toyota source, “but Honda has claimed that, and Nissan owns ‘Fun to drive.'”
Toyota has been downplaying the “I love ” tag in recent years, sometimes reducing it to just a small line at the bottom of the TV screen. At one time, most of Toyota’s ads showed someone jumping for joy, but that sort of hard sell has become the domain of its dealer associations.
Without a strong theme, Toyota has been focusing its advertising on the individual models with a different message for each one. The purpose of the new campaign is to convey the value of every Toyota. Said one Toyota source, “We have to talk with consumers, not at them.”
Despite that, Toyota will, for the first time, be able to boast having the best-selling car in the U.S. with Camry.
Toyota spent about $250 million last year on car advertising and another $130 million on trucks, according to Competitive Media Reporting. For the first five months of this year (the latest figures available), it spent about $100 million on cars and $45 million on trucks.