Toyota Touts Environmental Technology in New Series of Corporate Ads

28 June 1999
Toyota Touts Environmental Technology in New Series of Corporate Ads
    NEW YORK, June 28 -- Toyota Motor Corporate Services of North
America announced today the launch of the second phase of Toyota's
environmental corporate advertising campaign, highlighting the company's
continuous commitment to developing "green" technology.
    The five executions, which began running June 24,  focus on the world's
first mass- produced hybrid vehicle -- the Toyota Prius, with clever headlines
such as, "it's gas, it's electric, boogie-oogie-oogie-oogie," "gasolectric?
electroline?" or "two identities, no crisis."  Each ad relays information on
the Toyota Hybrid System in a simple and fun way.  The copy conveys that the
Prius will be easy to use and customers will be able to drive an
environmentally-friendly vehicle without having to compromise.
    At the bottom of each ad, Toyota's environmental "leaf car" logo is
featured with a light bulb and gasoline pump in the center, communicating that
the Prius runs on both electricity and gasoline.  The ads appear with the tag
line "today -- tomorrow -- TOYOTA."
    The insertions will run in national magazines including Audubon, Newsweek,
People, Sierra, The New Yorker and Time, through the end of August.  Each ad
offers people the opportunity to receive more information through an 800
number and a website address.
    "The first phase of the environmental corporate ad campaign illustrated
Toyota's overall dedication to the environment.  The second phase highlights
Toyota's commitment to developing environmentally-friendly technologies.  The
Toyota Prius is a perfect example of this commitment," said Marjorie Schussel,
manager, corporate communications, Toyota Motor Corporate Services.
    The campaign was created by Oasis, the New York advertising agency
responsible for Toyota's corporate ads since 1993.
    The Toyota Prius was given special attention at a ceremony on June 5 in
Tokyo where Toyota was awarded the United Nations Environmental Programme
(UNEP) Global 500 Award.  Toyota was the first automaker to receive this award
because of the leadership it has demonstrated in the development of
environmental technologies and measures.  The Prius will be available in the
United States in the year 2000.
    As a member of the American business community since 1957, Toyota has made
a substantial investment in its U.S. operations.  This investment reached more
than $9 billion by the end of 1998.  Toyota is the fourth largest manufacturer
of vehicles in America and has more than 25,000 U.S. employees engaged in
design, research and development, manufacturing, sales and service operations;
an additional 89,000 people at Toyota, Lexus and TIE dealers and 50,000 people
at Toyota's suppliers.