A Series Good Enough for ‘Everyday’ Use

Advertiser: Toyota Motor Sales USA

Agency: Saatchi & Saatchi, Los Angeles

Challenge: Build an image for the Toyota brand.

The Ads: Four print ads develop the “Toyota Everyday” ad campaign launched last September. The ads run as a series inside magazines, capturing Toyota vehicles and drivers at different times of day. The first ad, at the front of magazines, heralds the start of a new day. It says, “It’s nice to know your car is predictable, even if your day isn’t.” Two subsequent ads, in the middle of magazines, depict drives to school, work and other places. The final ad, at the back of the magazine, marks the end of the day. It says, “Even though you don’t know what is ahead, you can rest assured your Toyota will be right beside you.”

Comment: Although the ads interestingly express Toyota’s “everyday” slogan, they also make the cars seem as ordinary as the events making up a typical day. Toyota vehicles are depicted as reliable transportation, but not much more. That makes the choice of Toyota seem safe but not special. $$

Ads are rated from $ to $$$$, based on probable effectiveness and tastefulness, with $$$$ being best.