Young lady frets about her parents lack of social life... while hanging out in front of a computer screen at home. Ouch.

Many Millennials wonder what becomes of their baby boomer parents when they fly the coop for college, a job in a new city, or to start their own families. But Generation Y might not realize that the nest they left behind is only empty because their parents are out having the time of their lives.
A new creative campaign for the Toyota Venza by Saatchi & Saatchi LA shows active baby boomers embracing their new-found freedom with adventurous hobbies and pursuits while their Millennial children worry about the state of their parents' presumably lackluster social lives.
The concept is grounded in findings from Saatchi LA's consumer insights research, which reveal that active boomers are willing to spend on things that bring them self-fulfillment; are exploring interests and activities that promote personal growth and evolution in the interest of staying young, flexible and relevant; and are motivated to adopt and use new media, and feel empowered by new technologies. These boomers have an ageless approach to life, always looking to be inspired and defining everything around them through their own experiences.

See also: Toyota - Missing, Toyota Cross Country, the son that moved back home in Toyota Commuter, and Toyota - Messages

Advertiser: Toyota Motor Sales, U.S.A., Inc. Advertising Agency: Saatchi & Saatchi LA ECD: Chris Adams, Margaret Keene CD: Erich Funke ACD/Art Director: Susan Alinsangan Art Director: Joel Franke Copywriter: Julia Regan, Ryan Kutscher Designer: David Hsia Director of Integrated Production/Multimedia: Tanya LeSieur Executive Producer: Richard Bendetti Broadcast Producer: Tamsin Prigge Associate Integrated Producer: Jamye Graham Project Managers: Rick Gutierrez, Maya Sweet Account Director: Andrew Corpman, Rebecca Albert Account Supervisor: CourtneyMues Account Executive: Roarke O'Brien Executive Communications Director: John Lisko Communications Director: Nicole Scandaliato Media Supervisors: Adeline Kim Media Planners: Kristin Bemowski Planning: Caryn Wiley, Shauna Axton Business Affairs Manager: Carie Bonillo, Stephen Duncan Client Name: Tim Morrison, Dionne Colvin PRODUCTION COMPANY: Arts & Sciences EDITING COMPANY: Arcade FINISH: Airship MUSIC: Beacon Street SOUND DESIGN: 740 Sound Design

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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