08.22.11

Toyota Venza "Cross Country" TV spot

TV/Radio Commercials, Consumer

A new campaign for the Toyota Venza by Saatchi & Saatchi LA shows active Baby Boomer parents embracing their new-found freedom with adventurous hobbies and pursuits while their Millennial children worry about the their parents’ presumably lackluster social lives. The humor behind the concept is that a self-centered Generation Y doesn’t realize that the nest they left behind is only empty because their parents are out having the time of their lives. The series is grounded in findings from Saatchi LA’s consumer insights research, that revealed that active boomers are: buying things that bring them self-fulfillment; exploring interests that promote personal growth and evolution in the interest of staying young, flexible and relevant; and adopting and using new media, and feeling empowered by new technologies. The five spots (shown “Cross Country”) present an ageless, inspired approach to life.

Susan Alinsangan/Joel Franke, art directors; Julia Regan/Ryan Kutscher, writers; David Hsia, designer; Susan Alinsangan, associate creative director; Erich Funke, creative directors; Chris Adams/Margaret Keene, executive creative directors; Tanya LeSieur, director of integrated production/multimedia; Richard Bendetti, executive producer; Tamsin Prigge, broadcast producer; Jamye Graham, associate integrated producer; Rick Gutierrez/Maya Sweet, project managers; Arts & Sciences, production company; Arcade, editing company; Airship, finish; Beacon Street, music; 740 Sound Design, sound design; Toyota Motor Sales USA Inc., client.

www.saatchila.comwww.toyota.com/venza