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Toyota Moves Forward with New Tagline

Published on .



Toyota "California Dreaming"
Saatchi & Saatchi/L.A. debuted a new batch of Toyota spots this week, introducing the automaker's new tagline: "Moving Forward." In an anthem spot directed by RSA's Carl Erik Rinsch, we see a lone tire rolling through both everyday situations and car advertising clich├ęs, as when we see a tongue-in-cheek shot of the wheel rolling along with a stampede of wild horses.

In another spot, directed by MJZ's Rocky Morton, we follow a young woman as she leaves Texas on her way to Califonia. Both spots include music that is sure to send viewers searching for sources, but both songs are original and previously unreleased. The anthem spot features a song by a duo known as Fisher, who worked on the project via Hum Music. "California Dreaming," which breaks Monday, is backed by an original tune by Angela McCluskey -- last heard singing "Beautiful Things" for American Express -- that she composed in conjuction with music house Asche and Spencer, while former Dust Brothers collaborator Art Hodge provided a remix via Ten Music.

Two more spots directed by Morton feature an awkward meeting between a man and his daughter's boyfriend.

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