Toyota Motor Sales USA: I Love What You Do For Me campaign

Chris John Amorosino

For more than three decades Toyota has been the dominant foreign car manufacturer in the U.S. market.

Toyota Motor Sales USA: I Love What You Do For Me campaign

Chris John Amorosino

Overview

For more than three decades Toyota has been the dominant foreign car manufacturer in the U.S. market. Toyota consistently ranked among the top five vehicles in terms of quality. Industry experts and owners often called Toyota vehicles "bulletproof," a tribute to the car's reputation for economy, reliability, and value. Yet the company's advertising was rarely considered among the best. Saatchi & Saatchi Pacific created the "I Love What You Do for Me" campaign in 1990, and Toyota basically ran with the theme into 1997....

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