Toyota’s Oh What a Feeling commercial campaign in the 1980s was a groundbreaking marketing strategy that helped establish the Japanese carmaker as a major player in the US market.
The campaign was launched in 1982 and featured a series of ads that showcased the reliability, durability, and overall quality of Toyota vehicles.
The “Oh What a Feeling” slogan became synonymous with Toyota, and the commercials featuring the catchy jingle and iconic freeze-frame jump quickly became a cultural phenomenon.
The ads featured a wide range of Toyota vehicles, including the Corolla, Tercel, and 4WD pickup truck, and showcased their ability to handle tough terrain and extreme conditions.
Toyota’s Oh What a Feeling campaign was a major success, helping the company to significantly increase its market share in the US.
The campaign ran for several years and helped establish Toyota as a leading brand in the automotive industry.
Today, the “Oh What a Feeling” slogan is still associated with Toyota and remains a beloved part of the company’s advertising history.
Table of Contents
Toyota’s History
Toyota is a Japanese multinational automotive manufacturer founded in 1937. It has since become one of the largest car manufacturers in the world, with a reputation for producing reliable and high-quality vehicles.
In the 1980s, Toyota was expanding its product line and marketing efforts to appeal to a wider audience in the United States.
Toyota’s Marketing Strategy in the 1980s
During the 1980s, Toyota launched a marketing campaign that would become iconic: “Oh What a Feeling.” The slogan was used in various advertisements and commercials to promote Toyota’s cars and trucks.
The campaign was aimed at creating an emotional connection with consumers and emphasizing the feeling of driving a Toyota. The “Oh What a Feeling” campaign was part of Toyota’s broader marketing strategy to differentiate itself from other car manufacturers in the United States.
Toyota focused on promoting its vehicles as reliable, high-quality, and affordable. The company also emphasized its commitment to innovation and technology, positioning itself as a leader in the automotive industry. To support this marketing strategy, Toyota invested heavily in research and development, introducing new technologies and features in its vehicles.
The company also expanded its product line to include a wider range of cars and trucks, targeting different segments of the market. Overall, Toyota’s marketing strategy in the 1980s was focused on building a strong brand image and creating an emotional connection with consumers.
The Toyota’s Oh What a Feeling campaign was a key part of this strategy, helping to establish Toyota as a leading car manufacturer in the United States.
The Making of the Commercial
Concept and Inspiration
The “Oh What a Feeling” campaign for Toyota was created in the 1980s by the advertising agency Saatchi & Saatchi.
The concept behind the campaign was to create a catchy and memorable jingle that would stick in the minds of viewers and make them associate Toyota with a feeling of excitement and joy.
The jingle was accompanied by footage of various Toyota models driving through scenic locations and performing impressive feats, such as jumping over obstacles or driving through rugged terrain.
The inspiration for the campaign came from the success of previous Toyota commercials, which had focused on the company’s reputation for reliability and durability.
The new campaign aimed to shift the focus to the emotional experience of driving a Toyota, emphasizing the sense of freedom and exhilaration that comes with being behind the wheel of a great car.
Production and Filming
The production of the “Oh What a Feeling” commercial involved a large team of professionals, including directors, cinematographers, and stunt coordinators. The filming was done on location in various parts of the United States, including California, Colorado, and Utah.
One of the most memorable scenes from the commercial is the “Toyota Jump,” in which a Toyota 4WD pickup truck is seen flying through the air and landing on a pile of dirt. This stunt was performed by a professional driver and stuntman Gary Davis, who worked closely with the production team to ensure that the jump was executed safely and effectively.
Overall, the making of the “Oh What a Feeling” commercial was a complex and challenging process that required a high level of skill and expertise from everyone involved.
However, the end result was a hugely successful advertising campaign that helped to establish Toyota as one of the most popular and respected car brands in the world.
The Impact of the Commercial
Reception and Public Reaction
The “Oh What a Feeling” commercial for Toyota, created by Phil May in the 1980s, was an instant hit. It featured a catchy jingle and a group of weightlifters lifting a Toyota Corolla Tercel.
The commercial was so popular that it became a cultural phenomenon and the jingle became a part of American pop culture.
The commercial was praised for its creativity and humor, and it won several awards, including a Clio Award.
The commercial’s message was clear: Toyota cars were reliable, durable, and fun to drive. The commercial’s tagline, “Oh What a Feeling,” became synonymous with Toyota cars and was used in subsequent Toyota commercials.
The commercial’s success helped establish Toyota as a major player in the American car market.
Sales and Market Share
The “Oh What a Feeling” commercial had a significant impact on Toyota’s sales and market share. The commercial helped Toyota increase its market share in the United States from 2.5% in 1979 to 4.5% in 1984.
Toyota’s sales also increased significantly during this period, from 1.3 million units in 1979 to 1.9 million units in 1984.
The commercial’s success was due in part to Toyota’s reputation for building reliable and durable cars. The commercial helped reinforce this reputation and encouraged consumers to consider Toyota when purchasing a new car.
The commercial also helped establish Toyota as a brand that was fun and exciting, which helped attract younger consumers.
In conclusion, the “Oh What a Feeling” commercial for Toyota had a significant impact on the company’s sales and market share in the United States.
The commercial’s catchy jingle and creative concept helped establish Toyota as a major player in the American car market and helped reinforce the company’s reputation for building reliable and durable cars.
Legacy and Influence
Cultural Significance
The “Oh What a Feeling” campaign became an iconic part of Toyota’s brand and left a lasting impression on American culture. The catchy jingle and upbeat visuals helped to establish Toyota as a reliable and fun brand, appealing to a wide range of consumers.
The campaign’s success also helped to solidify Toyota’s place in the American automotive market, making it a top competitor against established American brands. The “Oh What a Feeling” campaign also had a significant impact on the advertising industry as a whole.
The campaign’s use of a jingle and catchy visuals set a new standard for advertising, inspiring other brands to create similarly memorable campaigns.
The success of the campaign demonstrated the importance of creating an emotional connection with consumers, which has become a cornerstone of modern advertising.
Subsequent Toyota Commercials
The “Oh What a Feeling” campaign continued to influence Toyota’s advertising strategy for years to come. Toyota continued to use catchy jingles and upbeat visuals in subsequent campaigns, including the “I Love What You Do For Me” campaign in the 1990s and the “Let’s Go Places” campaign in the 2010s. In addition to inspiring Toyota’s own advertising, the “Oh What a Feeling” campaign also influenced other brands’ advertising strategies.
The campaign’s success demonstrated the importance of creating a memorable and emotional connection with consumers, inspiring other brands to create similarly effective campaigns. Overall, the “Oh What a Feeling” campaign left a lasting impact on both Toyota’s brand and the advertising industry as a whole.
The campaign’s catchy jingle and upbeat visuals helped to establish Toyota as a reliable and fun brand, while its success inspired other brands to create similarly memorable campaigns.
