The Toyota Solara's "Parts" campaign, an outdoor fest tied in with the recent New York Auto Show, posits pieces of the new model as art in a gallery, and the startling red-on-white of the visuals indeed backs up the highfalutin notion; the ads look like some happy hybrid of Pop and Color Field painting. But isn't not showing the whole car a no-no? "In the end, we actually did show the whole car," says AD Dino Spadavecchia. "You just had run all over town and see it one piece at a time."
Client: Toyota Agency: Saatchi & Saatchi, L.A. CDs: Steve Landrum, Miles Turpin AD: Dino Spadavecchia CW: Steve Austin Photographer: Kevin Necessary