The first of Toyota Motor’s TV ads for its new 2008 Sequoia SUV highlights the vehicle’s potential for family, outdoors and RVing enjoyment by pairing it with an Airstream trailer. The new Sequoia campaign features a variety of “non-traditional family activities to make an emotional connection with Gen X parents,” according to Erin Poole, spokesman for Toyota’s Saatchi & Saatchi, Los Angeles-based agency.
Still photos of the Airstream are also prominent on Toyota’s website and in its Sequoia product page. For Jackson Center, Ohio-based Airstream Inc., it’s an extension of the brand’s continuing appeal as a marketing icon. “We get calls almost daily from someone who wants to use our product in an ad, TV show or movie,” said Bob Wheeler, Airstream president, noting that products have previously been featured in ads for GMC Sierra and Ford, as well as Campbell soup.
“The Toyota ad is probably the best we’ve been involved in, by far,” he added. “We try to extend relationships, and we’ll try to create a broader relationship with Toyota. It’s a very strong brand.
