Toyota Advertising

‘Original Toyota Territory TV Ad’ Article By Peter Barnes.
The original Toyota Territory TV ad, created in 1987 for Toyota in the Northern Territory by the advertising agency in Darwin, which was MDA Barr Woollard Cawrse NT (later becoming Mattingly Woollard Cawrse NT).
I managed the advertising agency during this time and got to present the original Toyota Territory TV ad to senior Toyota executives at Taren Point in Sydney in late 1987, and if the presentation was successful, an affiliated advertising agency, Mojo-MDA, would get to present for the Toyota advertising account nationally.
The presentation to the Toyota executives was a very significant experience, as the senior Mojo-MDA executive at that time, told me my presentation to the Toyota executives would be crucial for Mojo-MDA getting to pitch for the Toyota account nationally.
The presentation was successful and Mojo-MDA went onto picking up a large chunk of the Toyota advertising business. In the history of advertising in Australia, this was a significant achievement. At that time Taren Point was the national sales and marketing headquarters of Toyota in Australia.
I had flown in from Darwin the previous night and was staying at a hotel in Sydney. The next morning I got a taxi to go to the Taren Point meeting. The taxi driver got a bit lost going there and I only arrived at Toyota headquarters with just minutes to spare for the meeting in the boardroom.  I had to get my act together real quick with no time to relax.
At the meeting, there were senior Toyota executives, such as John Conomos and Bob Miller, to name two.  One must remember that Saatchi & Saatchi held the Toyota advertising account in Australia at that time, and what the heck is this advertising guy from a different advertising agency in the Northern Territory doing making a Toyota ad.
I also remember that the Toyota executives in Darwin had a lot riding on his presentation, as well as the advertising agency I managed in Darwin. If I failed in the presentation, it would have reflected badly on senior Toyota executives in Darwin. The advertising agency I managed would have lost a lot of money, as it wouldn’t have been paid for a very expensive TV commercial filmed throughout the Territory.
I would have to say it was my best presentation, as I quickly recovered from nearly missing the appointed presentation time and I answered all of the questions thrown at me with confidence. I believed strongly in the Toyota Territory TV commercial and this obviously came across, as at the end of the presentation, John Conomos approved the TV ad and was very complimentary to me.
After the presentation, I was relieved for the advertising agency I represented in Darwin, as my failure in the boardroom would have meant significant financial loss to the agency, and obviously, the loss of the Toyota account in the Territory. The Toyota executives in Darwin were happy, because they got a great Toyota ad campaign, and my success in the Toyota boardroom at Taren Point, meant they had made the right decision in going with the advertising agency I managed.
Of course, Mojo-MDA were extremely happy and very complimentary to me, as it opened the door for them to go after the Toyota advertising business in Australia.
It should also be pointed out, that the advertising agency I managed at that time, became the most successful in the Northern Territory and held the prime business and government advertising accounts in the Territory.
When I first was appointed to manage MDA Barr Woollard Cawrse NT by the board of the agency in early 1987, the advertising agency was on its knees, but within 12 months, under my management and creative direction, it became very successful and dominated the Territory as an advertising agency.
Interestingly, not only did I pick up the Peter Kittle Motor Company in the 1990s and redo the Toyota Territory TV ad, through my own advertising and marketing consultancy, I also got to work with Harris Scarfe through my consultancy as it expanded its operations.
The old VHS copy of the TV ad in this article does not reflect the excellent quality of the original TV ad.

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