Toyota Fields New Ads With ‘Jan,’ In More Action-Oriented Messaging [Forbes]
Toyota Motor Corporation (TM)
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Source: Forbes
Toyota's 'Jan' gets ready for filming.Toyota is pivoting from a purely inspirational marketing message to a more practical approach for dealing with the coronavirus shock, as one of America’s biggest automotive brands fields a new ad campaign.In national TV commercials debuting today, Toyota utilizes its long-time signature character associated with its dealers and retailing relationships, “Jan,” to remind Americans that the company very much remains open for business and available to meet their automotive needs.ThefirstsecondToday In:“Toyota Is Here to Help” is the title of both new spots. They begin with closeups on Jan in a featureless setting — except for the Toyota coffee mug propped in front of her — that is meant to indicate she could be taping the ad in her home; in fact, the woman’s real-life husband did the filming as a concession to social distancing.Toyota’s new campaign represents an evolution of its initial strategy of a couple of weeks ago, in which the brand simply air
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