A campaign from Toyota and Saatchi & Saatchi LA introducing the radically new Avalon debuted yesterday with “Formula,” a broadcast spot that showcases the vehicle’s modern styling, innovation and elevated level of craftsmanship.
In the visually striking commercial, the 2013 Avalon emerges dramatically out of black liquid, representing the winning “formula” Toyota employed to craft its next-level design. Toyota’s designers and engineers were inspired to draw a “magic sketch” that led to the creation of an extraordinary vehicle. Saatchi LA produced the launch spot, “Formula,” as a tribute to this development process.
The 2013 launch represents a dramatic redesign of the previous generation Avalon. The marketing campaign aims to help shift the product’s youthful appeal to a new audience. It is also the first major product launch under the new Toyota brand theme “Let’s Go Places” which was announced in September 2012.
Aimed at younger baby boomers ages 40 to 60, the redesigned 2013 Avalon embodies Toyota’s new brand direction and commitment to developing more emotionally compelling products. Extensive research revealed that younger boomers ages 40 to 60 are one of the fastest growing demographics online and regularly consume media through multi-screens. To reach this connected audience, Toyota and Saatchi & Saatchi LA created a fully integrated campaign that leverages multiple platforms and media partnerships to convey the vision behind its new design direction.
“We wanted to engage with our target audience where they spend time – online and on tablets – through rich, interactive experiences that display the art of design,” said Ed Laukes, vice president of marketing communications, Toyota Motor Sales, U.S.A., Inc.
“Formula” premieres this week and will air on network and cable television shows such as Top Chef, Rizzoli & Isles, Royal Pains, and Modern Family.