Toyota has hit the marketing mark with their attempt to “deliver an anthem to a generation of car buyers.” Their latest ad featuring young people singing 1963’s “You Don’t Own Me,” evokes positive emotions with 90% of 21-35-year-olds, and shows high Desire and Relevance scores particularly with young males.

Toyota has hit the marketing mark with their attempt to “deliver an anthem to a generation of car buyers.” Their latest ad featuring young people singing 1963’s “You Don’t Own Me,” evokes positive emotions with 90% of 21-35-year-olds, and shows high Desire and Relevance scores particularly with young males. The data from Saatchi & Saatchi LA also revealed that seven in ten of those young consumers plan to purchase or lease a car within six to 12 months. Freedom expressed through music seems to strike a chord with the generation: Jeep’s recent spot set to 1971’s “If You Want to Sing Out, Sing Out” spurred similar results. (Campaign US)