Japan
Advertising and Publicity
1976-1980
Making Better Cars for the Environment
Confronted by the oil crisis of 1973 and the world's strictest emission standards going into effect in 1975, Toyota performed a fundamental review of its engines.
'A new engine: the jet flame' ad campaign was how it expressed its new approach to the public.
Toyota also unleashed a number of technology-related campaigns during this period that communicated its corporate stance on relevant issues.
Meanwhile, the company pursued a new style of advertising to create demand with the Celica Liftback, a new type of car it had launched in 1973.
Year |
Month |
Events |
|---|---|---|
1976 |
January |
|
January |
Sprinter Liftback launched; Tahiti campaign launched; Supermodel and actress Agnes Nalani Lum becomes wildly popular |
|
January |
Third ad campaign to reduce exhaust gas pollution, 'A new engine: the jet flame of the third TTC system' conducted |
|
November |
New Crown launched; 'The Crown in a Beautiful Japan' ad campaign conducted |
|
December |
New Mark II released; New launch ad campaign, 'Mark II, 5-person meeting' conducted |
|
1977 |
June |
|
August |
Company advertisements communicate Toyota's role in an energy-restricted age |
|
October |
'The Affordable Corolla 1300' campaign highlights the Corolla's cost effectiveness |
|
1978 |
February |
Starlet 1300 released; New launch campaign, 'Compare and compare' commenced |
April |
Celica XX debut ad campaign, 'And the Drama Began', commenced |
|
September |
'Corona Easy Safety' ad campaign held |
|
1979 |
March |
'The Quality of Cabin Space' ad series launched to communicate Toyota's manufacturing philosophy |
July |
'Momoe's Red Shoes' debut ad campaign for the Tercel and Corsa launched; Popular singer Momoe Yamaguchi hired for the campaign |
|
September |
New Crown ad campaign, 'The New Crown: Japan's Fragrance', commenced |
|
1980 |
April |
|
June |
Filming of biographical motion picture on the life of Kiichiro Toyoda, Harukanaru Soro ('The Distant Road') commenced at Shochiku production company; Premiered in April 1981 |
