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The first TV spot kicking off the $40 million introduction of the new Toyota Sienna minivan will get extensive exposure for four weeks. In the commercial, from Saatchi & Saatchi Pacific, Torrance, Calif., the minivan emerges from a garage, accompanied by voices and sounds mimicking the birth of a baby ("Take a breath now. Push. Here it comes.").

A title card offers the Sienna's tag, "Your life will never be the same," followed by a title card with Toyota's new brand slogan, "Toyota. Everyday."

"We use the everyday situations of new and/or young parents to make our connection," said Joe McDonagh, executive creative director at Saatchi.

Two other Sienna spots will follow. An extensive print schedule breaks Oct. 17.

Toyota Motor Sales USA also is turning to non-traditional media to reach its target of parents with young children. Sienna poster ads will be placed at 1,250 childcare centers nationwide. Toyota also will distribute more than 3 million Sienna brochures-1 million to childcare facilities and the rest to parents of newborns via alliances with hospitals nationwide.

Both efforts will occur between October and February.

During December, Sienna signs will appear on shopping carts at about 8,000 grocery stores that are connected to national chains, including Jewel Food Stores and Winn-Dixie Stores.

In key markets, Toyota arranged for buses to be wrapped with Sienna images in January and February. The selected bus routes pass elementary schools, again

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