Toyota Motor North America Inc. is launching its biggest corporate ad campaign today in a bid to build an emotional connection with Americans.
The broadcast, print and online campaign is called Why Not? It has three themes: environmental commitment, economic impact and social responsibility. It is designed to give U.S. consumers a better sense of Toyota's corporate vision, says Steve Sturm, group vice president of strategic research, planning and corporate communications for Toyota Motor North America.
Toyota would not disclose the cost of the campaign, but Advertising Age estimates its budget at well in excess of $40 million. The Dentsu America agency, of New York, is creating the campaign's ads.