The print campaign includes an ad in the May issue of In Style, showing a gift box tied with a seat belt. The headline reads, "Happy Mother's Day from the people obsessed with Safety. Toyota." WPP Group's Saatchi & Saatchi, Torrance, Calif., is the agency. The campaign also includes a sweepstakes giveway running on the Internet and other media. -- Alice Z. Cuneo
Copyright April 2001, Crain Communications Inc.