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Toyota Goes Greener With New Environmental Advertising Campaign

27 July 1998

Toyota Goes Greener With New Environmental Advertising Campaign

    NEW YORK, July 27 -- Toyota will introduce a corporate
environmental advertising campaign in the United States that communicates
Toyota as an automotive industry leader in developing environmental
technologies.
    Beginning on July 27, three different ads will run in national magazines.
Each ad, illustrated with drawings of "Kids," "Trees," and "Fish," depicts how
Toyota is trying to help preserve the environment by developing technology
that reduces wastes and emissions, as well as more efficient methods of
recycling.
    "Toyota treats environment preservation as one of our main businesses, not
only through the development of innovative technology but through our
community involvement in environmental education programs," said Takeshi
Nagaya, president, Toyota Motor Corporate Services.
    Each ad features a new "leaf car" logo, originally developed by Toyota
Motor Corporation for environment advertising overseas.  The U.S. ads will run
through October and are part of Toyota's "People Drive Us" national corporate
advertising campaign.
    "The campaign was designed to raise awareness of Toyota's extensive
commitment to the environment and to afford people the opportunity to receive
more information through an 800 number and a website," said Marjorie Schussel,
manager, corporate communications, Toyota Motor Corporate Services.
    "This advertising is a simple and unique way of establishing Toyota as a
greener car company," said Paul Bernasconi, creative director, Oasis
Advertising, New York, who created the campaign.  "It focuses on Toyota's
green technology without being overly technical."
    The advertising breaks on the heels of Toyota's announcement to sell the
Prius hybrid-powered sedan, which runs on both gas and electricity, in the
United States.  The Prius uses an electric motor at slow speeds and seamlessly
switches to a gas engine at high speeds.
    As a member of the American business community since 1957, Toyota has made
a substantial investment in its U.S. operations.  This investment reached
nearly $8 billion by the end of 1997.  Toyota is the fourth largest
manufacturer of vehicles in America and has more than 23,000 U.S. employees
engaged in design, research and development, manufacturing, sales and service
operations, and 81 thousand people at Toyota and Lexus dealers.