"The client and agency decided to launch the new vehicle with the positioning of 'Essential,' says copywriter Bob Fremgen, referring to all the unnavigable portions of the world where only rugged vehicles dare to tread.
"Toyota likes to say that practically anywhere you want to drive on this earth, there is a good chance that a Land Cruiser has been there already. So the creative team decided to bring that statement to life in a print ad. As you can see the ad simply says, the Land Cruiser can go anywhere there is land mass."
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