• Brandweek, Monday, January 14, 2008 11:46 AM

Toyota is targeting the "Generation X" family in ads for its new Sequoia SUV. Tagged "Anything but ordinary," the campaign breaks this week and is a no surrender kind of idea," says Ned McNeilage, copywriter at Saatchi & Saatchi, Los Angeles which created the ads. "It should remind a Gen X parent that they don't have to fall into the status quo and don't have to settle for ordinary."

One spot touts the vehicle's hauling capabilities; all will appear on TV ranging from VH1 to the NFL playoffs and the Super Bowl. Print and Web banners are set to break in February. Sequoia's sweet spot is married couples 25-45, with household income of $100,000 and at least one child. And it is designed to take aim at rival offerings from General Motors.

Says Art Spinella, president of CNW Marketing Research: "This is a campaign that is directly targeting the [Chevrolet] Tahoe, and I am sure that Toyota knows that."

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