Toyota “Mark II - A Meeting of Five”

Cultivating the Intellectual Market

The Toyota Mark II, popular as a luxury sedan since its first generation, underwent a full model change in 1976. This third-generation Mark II featured a distinctive semi-classic design with dual round headlights and an independent front grille.

During this period in Japan, frequent model changes demanded increasingly compelling advertising. We focused on promoting values that aligned with new era needs, such as energy efficiency and ride comfort.

What made the “Meeting of Five” campaign unique was that rather than having the manufacturer speak about quality, five individuals — including a reporter, a businessman, and an industrial designer — provided objective perspectives on the vehicle. The campaign evolved over four years, even shifting overseas, successfully cultivating the intellectual market and establishing the Mark II's reputation for smart sophistication and premium quality.

Client :

Toyota Motor Corporation

Year :

1976

Industry :

Transportation

Graphics

What was unique about this campaign was the fact that rather than the manufacturer, it was five people – including a reporter, a businessman and an industrial designer – who spoke objectively of the car’s quality. Moving overseas, the advertising campaign continued to change over a period of four years, enabling the company to break into the intellectual market and position the Mark II as an intelligent, high-quality brand.