[sac-forum] TV Ad

Did anyone see the new Toyota Sequoia spot last night? It was about a trip to the desert to set up telescopes. My wife called me in to see it and I saw some Joshua trees and a truss design telescope in the foreground. 

Andrew


       *New Sequoia SUV Ads Shoot for the Stars*

/January 11, 2008
/
By Steve Miller
Toyota is making a play for the Gen X family with its new Sequoia SUV “Anything but ordinary” effort breaking Jan. 15.
The campaign which includes a Super Bowl spot presents “a ‘no surrender’ kind of idea,” said Ned McNeilage, a copywriter at Saatchi & Saatchi, Los Angeles which created the ads. “It should remind a Gen X parent that they don’t have to fall into the status quo and don’t have to settle for ordinary.” 
*
_One spot plays up its hauling capabilities by showing the Sequoia towing a large trailer through the desert. The SUV stops at a small encampment, joining a group of people who have set up telescopes to gaze at the stars._*
Thirty-second spots will air everywhere from VH1 to the NFL playoffs. Supporting print breaks next month as do Web banners dangling free MP3 downloads of select indie musical acts.
A Hispanic-aimed campaign, via Conill, Los Angeles, also debuts this week with the tagline “Larger than life.”
The target for the Sequoia is married couples in the 25-45 age groups, $100,000 household income with at least one child. The effort’s hopeful appeal to adventurous younger buyers aims directly at General Motors, said Art Spinella, president of CNW Marketing Research, Bandon, Ore. “This is a campaign that is directly targeting the [Chevrolet] Tahoe, and I am sure that Toyota knows that.”
The second-generation Sequoia, which is part of the large SUV category, starts at $34,150 MSRP.
Toyota spent $752 million on ads last year through October, per Nielsen Monitor-Plus. It spent $950 million in 2006.

Other related posts: