Arctic – A 2007 Clio Award Winning Print Ad (#3)

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.

3 Replies to “Arctic – A 2007 Clio Award Winning Print Ad (#3)”

  1. Jill,

    The Land Cruiser is certainly a monster of a vehicle! I can see how it would be an adventure seeker’s dream mode of transportation. I drive a little four-door sedan and every time we go hiking, camping, backpacking, etc. I always think to myself, “Having this kind of car for these kinds of activities is not sustainable!” There is one thing I find a bit annoying though and that is people who buy monster vehicles meant for rough terrain and use it as their daily vehicle, just because they want to be the biggest car on the road. What a waste!

    Nice description and product choice.


    1. I totally understand what you are saying. Adventure automobiles are meant for off road, back country and wilderness trips. Jill

  2. This ad is showing the durably of their product using wild animals to show strength. This is a good concept . And a new way of looking at things . With using the animals to show the food chain as well.

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