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Toyota
With class-leading power in a 4X4, this aggressive headline and strong visual combined to position the vehicle as the one to beat
The price of a Landcruiser had jumped exponentially, so it needed to be repositioned as an upscale, luxury vehicle. With evocative copy and imagery, this print ad turned the Landcruiser into an object of desire.
This ad offered a novel use for newspapers as the new Tundra got juices going with a sneak preview before the Detroit Auto Show.
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