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.
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
MUSIC: Beacon Street
SOUND DESIGN: 740 Sound Design