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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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