The iconic “Oh What a Feeling!” campaign, featuring the famous “Toyota Jump,” wasn’t just a stroke of genius – it was the result of a clear objective, a stray dog named Kelley, and a creative director with a keen eye for opportunity. This Slogan For Toyota, born in the 1980s, continues to resonate today, showcasing the power of objective-based communication in crafting memorable and effective marketing.
The Birth of a Slogan: From Dull to Dynamic
The original campaign pitch for Toyota by Dancer Fitzgerald Sample (now Saatchi & Saatchi) already included the “Oh What a Feeling!” tagline. However, the initial closing shot lacked visual impact, ending with a static car and superimposed text. A senior Toyota executive, while loving the campaign, pointed out the need for a visual representation of the feeling. He provided a clear objective: show, don’t just tell.
Steve Vengrove, the creative director, embraced this feedback. Instead of defensively proposing solutions, he recognized the value of the objective and committed to finding a way to visualize the feeling.
A Leap of Inspiration: Kelley the Dog and the Toyota Jump
Back home, Steve’s family had recently adopted Kelley, a spirited Whippet-Labrador mix with a penchant for jumping. While attempting to train Kelley to catch a Frisbee, Steve’s son, Tony, noticed Kelley’s enthusiastic leaps. This seemingly unrelated event sparked an idea for Steve, who was watching from the kitchen window. He connected Kelley’s joyful jumps with the Toyota objective: a leap into the air could perfectly embody “Oh What a Feeling!”
This moment of inspiration led to the iconic “Toyota Jump,” transforming a static ending into a dynamic expression of joy and excitement that perfectly captured the essence of the slogan for Toyota.
Lessons in Crafting a Powerful Slogan for Toyota (and Beyond)
The story of the “Toyota Jump” provides valuable lessons in objective-based communication, crucial for developing compelling slogans and marketing campaigns:
- Focus on Objectives, Not Solutions: The Toyota executive’s feedback focused on the desired outcome (visualizing feeling), not a specific solution. This allowed for broader creative exploration.
- Embrace Diverse Experiences: The inspiration for the “Toyota Jump” came from an everyday moment outside the office. Diverse experiences can trigger unexpected connections and fuel creativity.
- Allow Time for Ideation: Steve didn’t try to force a solution on the spot. He took time to reflect, leading to a more impactful result.
- Empower Teams with Objectives: Clear objectives empower team members to develop creative solutions that often exceed expectations.
The Legacy of “Oh What a Feeling!”
The “Oh What a Feeling!” slogan for Toyota became an advertising legend, demonstrating the power of a simple, yet impactful message combined with a memorable visual. The success stemmed from a collaborative approach, a clear objective, and a serendipitous moment inspired by a jumping dog. This story serves as a reminder that great ideas can come from unexpected places and that focusing on the desired outcome can lead to truly innovative solutions.
