Toyota and Saatchi & Saatchi DFS Pacific in Torrance, Calif., use Super Bowl XXIX to reach the broadest possible audience for the automaker's new flagship, the Avalon, described as the first six-passenger Japanese car and, in the ad, "an experience above all else." Given the Super Bowl's status as uniquely American (secular) holiday, opened that day by Kathie Lee Gifford singing the national anthem, it was also likely a good place for the import to promise that the Avalon was built "exclusively in America."
Toyota rated the outing worthwhile, if a return trip to the big game is any indication. The marketer and Saatchi came back for Super Bowl XXX with "Wolves," a minute-long commercial for the 4Runner. As the years went on, moreover, Toyota would become a particularly reliable Super Bowl advertiser, with Saatchi ads including "Move Forward," for the Prius in 2005; "Ramp," for the Tundra in 2007; and "The Longest Chase," for the Prius again in 2016, among many others.
AGENCY: Saatchi & Saatchi DFS Pacific