Toyota Motor Sales USA: Who Could Ask For Anything More? campaign

Chris John Amorosino

From the mid-1970s to the late 1980s Toyota's advertising evolved rather than abruptly changed.

Toyota Motor Sales USA: Who Could Ask For Anything More? campaign

Chris John Amorosino

Overview

From the mid-1970s to the late 1980s Toyota's advertising evolved rather than abruptly changed. Protective of its reputation for reliability and quality, Toyota cautiously aimed to reinforce those beliefs while making consumers associate additional positive traits with its vehicles. Dancer Fitzgerald Sample (later Saatchi and Saatchi) of Los Angeles developed the "Who Could Ask for Anything More?" campaign at a time when Toyota wanted to build more emotional appeal. The company hoped that the theme would be easily recollected and inspire positive feelings because it...

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