Toyota : The Great American Journey

"A painted vehicle flies in the face of advertising convention," says Saatchi & Saatchi/L.A. writer Greg Farley of this 4Runner print and poster campaign, which features what he calls

Published On
Jan 11, 2007

Editor's Pick

"A painted vehicle flies in the face of advertising convention," says Saatchi & Saatchi/L.A. writer Greg Farley of this 4Runner print and poster campaign, which features what he calls "hand-painted travel posters in the classic style. SUV advertising has become stagnant, employing editorial photography to reinforce a standard capability message," Farley explains. "We were charged with highlighting capability from a different angle, and we approached it from the perspective of where it can take you, instead of focusing on features we chose to advertise the journey." This lead piece and the canyon scene are the work of Jeff Foster; the snow and river scenes are by Dave McMacken.