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October 1, 2004
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Toyota Moves
Forward with New Tagline
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Toyota "California
Dreaming" |
| Saatchi & Saatchi/L.A.
debuted a new batch of Toyota spots this week, introducing the
automaker's new tagline: "Moving Forward." In an anthem spot
directed by RSA's Carl Erik Rinsch, we see a lone tire rolling
through both everyday situations and car advertising clichés,
as when we see a tongue-in-cheek shot of the wheel rolling
along with a stampede of wild horses.
In another spot, directed by MJZ's Rocky Morton, we follow
a young woman as she leaves Texas on her way to Califonia.
Both spots include music that is sure to send viewers
searching for sources, but both songs are original and
previously unreleased. The anthem spot features a song by a
duo known as Fisher, who worked on the project via Hum Music.
"California Dreaming," which breaks Monday, is backed by an
original tune by Angela McCluskey -- last heard singing
"Beautiful Things" for American Express -- that she composed
in conjuction with music house Asche and Spencer, while Art
Hodge of the Dust Brothers provided a remix via Ten Music.
Two more spots directed by Morton feature an awkward
meeting between a man and his daughter's boyfriend.
BREAKING
Euro
RSCG/N.Y. takes a novel approach to attracting blood donors in
a new pair of PSAs for the Ad Council, the American Red Cross,
the American Association of Blood Banks and America's Blood
Centers. In both spots, directed by Playroom's David Jaffe, we
see socially conscious people as they take small actions
toward saving the world. Such efforts quickly spiral out of
control, however, until they seem overwhelming and quixotic.
That's when the copy tells us that "Saving the world isn't
easy. Saving a life is."
MOVERS
Producer
Ed Zazzera and the creative team of Grant Smith and Richard
Ardito -- all formerly of Cliff Freeman and Partners -- are
headed to BBDO/N.Y., where they will work with former Cliff
Freeman creative director, and current BBDO ECD, Eric Silver.
... Director Larry Frey, formerly of Villains, has signed with
Santa Monica production company Uncle for commercials
representation. Frey recently worked with Uncle to develop and
direct a pilot called In Your Head for VH1. ... Wayne
Hanson, most recently of Lowe People in Stockholm, has joined
San Franciso agency Attik as a creative director. ...
Freelancer Bob Yukich has joined L.A. effects house KromA as a
producer.
ON THE WEB
London's
Independent talks to consultants at Enterprise IG who
have identified the five stereotypes of women that dominate
advertising: the Perfect Mum, the Alpha Female, the
Fashionista, the Beauty Bunny and the Great Granny.
MORE NEWS / ARCHIVE
Hampel, Stefanides Join Cramer-Krasselt, Launch
N.Y. Office [09.29.04]
Action at Hanft Raboy, Carmichael Lynch and
more [09.29.04]
Be Like Mike (Vick) [09.29.04]
Cole & Weber, Rainier Answer the Call of the
Wild [09.27.04]
United Way Drafts NFL Volunteers [09.27.04]
Zentner Signs with Cyclops [09.27.04]
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