Arctic was a print advertisement created by Saatchi & Saatchi for Toyota Land Cruiser in 2007. This campaign was designed to compare the top of the food chain with the Land Cruiser as a top end all terrain vehicle that is as tough as a polar bear. It’s top of the line for luxury and comfort and rugged enough to withstand adventures; even in the Arctic. The Australian campaign also includes other top the food chain ads like rat and moves through snake, dog, pig before reaching the crocodile.
As a person who loves outdoor adventures and rugged all terrain vehicles, this ad appeals to my trigger points.