Toyota is making an emotional appeal for the Avalon sedan through a new Saatchi & Saatchi campaign, writes Karl Greenberg. Second-screen communication is rising in prominence as the automaker tries to attract the 40- to 60-year-old boomer demographic. Saatchi has created Web films on YouTube and Toyota.com and has scaled a digital campaign to run across multiple device platforms. The target demo is "watching TV with their tablets in their laps, and whatever intrigues them sends them online to learn more," says Toyota advertising and planning manager Colin Morisako.

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