Toyota Division last week launched a brand marketing campaign with the slogan "Moving forward."
"Moving forward" is designed to demonstrate how the automaker fits into its customers' lives. It replaces "Get the Feeling," which Toyota used for three years.
The only Toyota-brand commercial for the campaign will show 60 seconds of a wheel rolling through different life vignettes, such as children playing street hockey or a couple dancing. The wheel rolls past various Toyota vehicles occasionally, although no direct connection is made. At the end of the spot, the announcer intones: "Wherever you are headed in life, we'd be honored to help you get there."
The rolling wheel represents Toyota's quest for continuous improvement, says Deborah Meyer, corporate manager for marketing communications.
"It's a humble approach that is built in to the Toyota way," Meyer says. "It shows that Toyota is inspired to solve problems most people don't think of attacking. 'Moving forward' may not be the flashiest message, but it's meaningful. The best brand campaigns reflect who we are and what we provide that is special."
The spot's original music was composed by Kathy Fischer and Hum Music. Fischer sings the music.
Toyota's new "Moving forward" commercial features a wheel rolling through different times in people's lives.