The Corolla is practical for people at the start of their careers, but how do you get them excited about their first "adult decision?" You show them that the pragmatic choice can be the liberating choice. Reliable and affordable sound boring until you realize all the things you get to do with the money saved.
Agency: Saatchi & Saatchi
Chief Creative Officer: Jason Schragger
Creative Director: John Payne
ACD/Art Director: Andrew Reizuch
ACD/Copywriter: Avi Klein
Senior Copywriter: Craig Lederman
Art Director: Me