Toyota Motor Sales USA, Inc.

Tim Morrison, Corporate Manager, Marketing Communcations
Bob Zeinstra, National Manager, Advertising & Strategic Planning
Chigusa Mares, Advertising Manager

Saatchi & Saatchi LA *Lead Agency

Steven Sluk, Account Director
Ginny Kollewe, Stratgic Planning Director
Erich Funke, Creative Director

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. With new styling and features, parents can hold their heads high. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it. We listened to our target and learned what media they utilized, telling us to go deep into social networking. Then we monitored the conversation, cuing us to create content that could engage in the dialogue. As a result we prepared the "Swagger Wagon" music video, which succeeded in becoming part of popular culture and gaining more than 6.3 million views on YouTube.