Torrance, Calif. - Toyota Motor Sales (TMS), USA, Inc. along with its advertising agency Saatchi & Saatchi LA today announced the marketing campaign for the new 2011 Highlander. The campaign, “Just because you’re a parent, doesn’t mean you have to be lame,” positions the Highlander as the cool, stylish vehicle choice for parents—one that kids aren’t embarrassed to be seen in.

The fully integrated Highlander marketing campaign is aimed at parents with kids ages seven to twelve. During those early child-rearing years, these parents were preoccupied with the needs of their children. They were focused on functionality first, style second—after all, it’s difficult to fit a baby stroller in a sports car. Now their kids are a little older and a little more independent. They’re easily embarrassed, especially by their parents. The last thing they want is to be picked up from school in the old family hauler.

With its sophisticated design update for 2011, the Highlander is the epitome of cool. New front fascia, hood and fenders, with redesigned headlights, tail lamps and 17-inch alloy wheels, give the crossover sport utility vehicle a more dynamic, contemporary presence. Upgraded equipment and technology features, such as 50/50 split third-row seating, rear climate control and enhanced audio system, are among the improvements that further add to the 2011 Highlander’s blend of sophistication and style.

“The Highlander marketing campaign takes advantage of the vehicle’s stylish design update,” said Tim Morrison, corporate manager of marketing communications for TMS. “It’s a vehicle that resonates with parents while still earning a stamp of approval from kids.”

The campaign includes three lighthearted, comedic TV spots, starting with “Rolling Up” premiering on October 25. The commercials feature Nathan James, an eight-year-old boy on a mission to “un-dork” his parents. A purveyor of cool, Nathan uses the 2011 Highlander to demonstrate how not to be lame. He has tips and tricks for dealing with not-so-hip parents which he shares in the additional “Kid Cave” and “Scatter” commercials.

Source: http://pressroom.toyota.com/pr/tms/toyota/toyota-announces-marketing-campaign-177301.aspx

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