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Toyota - Everyday People

Company: Toyota Motor Corp.
    View Company Scorecard | Contact Company
Brand: Toyota
Ad Title: Everyday People
Business Category: Automotive
Media Outlets: Television
Country: New Zealand
Region: Australia/New Zealand
Agency: Saatchi & Saatchi Advertising
Year: 1998, 1999, 2000
Target: Mainstream
Ad Spotter: Michelangelo Signorile
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This absolutely charming commercial (with a variation of the Sly & the Family Stone tune "Everyday People") trumpets diversity but is vague at best about gayness. The original full-length version of this ad featured a montage in front of an old-model Toyota, with one of those signs in the windscreen which proclaims the names of the driver and his passenger. It starts off with "Kev & Sal" hugging in front of the car, then "Kev" with a few other female couples, before ending with "Kev" and a male companion in a tight embrace.

Possible gay candidates featured in this commercial are a balding man driving in a black rubber shirt as his dog leans over his shoulder, and three giggling guys in the back of a taxi.

According to John Foley, the account manager for Toyota at the ad agency Saatchi, "Basically it is a brand positioning commercial for Toyota NZ to further capitalize on their strong market position as New Zealand's
favorite car company. In New Zealand, Toyota is by far the number one player in the market and over the last 20 years their advertising has become famous for its relevance to the New Zealand market. So this particular TV commercial basically conveys that Toyotas are an everyday part of all walks of New Zealand life."

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Alex , Wellington, New Zealand
The original, full-length version of this advert featured a montage in front of an old-model Toyota, with one of those signs in the windscreen which proclaims the names of the driver and his passenger. It starts off with "Kev & Sal" hugging in front of the car, then "Kev" with a few other female couples, before ending with "Kev" and a male companion in a tight embrace. This ad still turns up every so often, either with or without the "Kev" scene.

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