Toyota Prius to use Saatchi, Oasis

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The Toyota Division of Toyota Motor Sales USA, Torrance, Calif., said agency of record Saatchi & Saatchi will team up with Oasis Advertising, New York, for the ad launch of the all-new Prius hybrid gas-electric sedan. Steve Sturm, VP-marketing at Toyota, cited Oasis' creative work for Toyota Motor Corporate Services of North America. The shop's national magazine ads for the corporate unit show Prius and focus on its environmental benefits. The ads started appearing in 1999, and new executions broke this month. Prius goes on sale in mid-2000. Mr. Sturm also cited Saatchi's "unparalleled media placement and strategic integration capabilities."

Copyright February 2000, Crain Communications Inc.

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