The campaign has been created by advertising agency Saatchi & Saatchi LA and centers around the “Just because you’re a parent, doesn’t mean you have to be lame” theme, trying to position Toyota's model on a market otherwise dominated by dull, inexpressive models.
If that's the case, that's for you to judge. Toyota will try and convince it is right through video spots which will air during TV shows like Modern Family, The Good Wife, and The Big Bang Theory, and Monday Night Football broadcasts.
The video ads will be accompanied by YouTube content, in a series of clip called The Nathan James Show, hosted by the artist with the same name. Print ads will appear in TIME, People, Family Circle, Men’s Health, Real Simple, Parade, Sports Illustrated, More, Cooking Light and O the Oprah Magazine.
“The Highlander marketing campaign takes advantage of the vehicle’s stylish design update,” said Tim Morrison, corporate manager of marketing communications for Toyota. “It’s a vehicle that resonates with parents while still earning a stamp of approval from kids.”
The new Highlander is priced at $27,390 for the base four-cylinder two-wheel drive model. It will be offered in Base, SE and Limited grades in both two-wheel (2WD) and full-time four-wheel-drive (4WD).
The SUV will be equipped with a revised 2.7l four-cylinder engine (187 horsepower and 252 Nm of peak torque) or a 3.5l V6 gasoline unit (270 horsepower at 6,200 rpm and 336 Nm of torque at 4,700 rpm).
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