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Saatchi Directs
Toyota SUV at Women
RAV4 women team to make an ex jealous in a Saatchi spot.
January 23, 2004
By Gregory Solman
Addressing an unintended sales gender gap, Toyota is now marketing the RAV4
compact SUV specifically to young female buyers in a TV spot that breaks Jan.
26. A complementary print campaign will follow.
Publicis Groupe's Saatchi & Saatchi, Torrance, Calif, created the 30-second
"A Friend in Need." The spot's Charlie's Angels-like group of women skillfully
maneuver the Toyota through a cityscape to kidnap a handsome bike messenger.
They stuff him and his bike into the RAV4 (demonstrating its large capacity),
take him on a whirlwind shopping spree and makeover, then put him on a faux
date with one of the women.
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