Toyota’s new ad campaign for the Celica model

Toyota is launching a &£5m advertising campaign for its Celica model. The ads will aim to capture the ‘thrill and exhilaration’ of driving the car.

The campaign, created by Saatchi & Saatchi, breaks on April 5 and will run on terrestrial and satellite TV until the end of August. Media is through Zenith Media. The campaign follows recent humorous ads for Toyota’s Corolla and Yaris models.

Toyota marketing director Paul Philpott says: ‘We now have a common theme across three model ranges that is witty and intelligent, with a real British feel.’ The ad features a car chase in which a Celica driver manages to shake off a car which is tailing him on his way to a restaurant. The pursuers turn out to be his parents.