SAATCHI & SAATCHI CREATES IDENTITY CRISIS FOR TOYOTA CANADA
By Adnews Staff
Saatchi & Saatchi Advertising takes Toyota Canada Inc. through an "Identity Crisis" in a television spot for the new Solara convertible. The 30-second spot is running in both English and French and is being supported with print ads in newspaper and magazines. In "Identity Crisis" a man is seen imagining a future that includes marriage and kids. Realizing that he could end up driving a Camry sedan, he changes one of the kids into a small dog. The man then changes his plan again, cutting out the kids altogether and changing the car to a Toyota Solara. Then the man's wife disappears and the dog she was holding falls into the passenger seat of a convertible Solara. The spot ends with the man and his dog driving off into the sunset while a voiceover says "Identity Crisis? Camry. Solara. The new Solara convertible. Three fast ways to find yourself." The spot launched April 10 and is running throughout Canada. Print advertising is taking a slightly different approach, focusing on the enjoyment that comes with driving a convertible and using the tagline "Styling by Solara." Advertising is scheduled to run throughout the Spring.