SAFETY FEATURE DRIVEN HOME IN NEW SIENNA CAMPAIGN
By Adnews Staff
A new advertising campaign for the 2001 Sienna minivan from Toyota is highlighting the minivan's rating as the safest minivan tested by the U.S. Insurance Institute for Highway Safety. The 2001 campaign breaks nationally September 11 with a 30-second bilingual television commercial and print ads in English and French major dailies as well as auto publications, business and general interest magazines. Advertising is highlighting the safety rating of the Sienna. In the television spot called "I promise" a father and his daughter are seen sharing a moment in which he promises to protect her from the monsters under her bed, spiders and from having her heart being broken. A voiceover is then heard explaining "some promises are easier to keep than others. The camera then cuts to the Sienna minivan and the commercial ends with the rest of the family arriving home safely in their minivan. Print advertising supporting the television creative also focuses on the minivan's safety rating. The campaign, from DCC Communications of Toronto, runs until the end of November.