Buddy the talking boxer dog, at the heart of Toyota SA’s advertising for the past three years, is about to disappear from SA’s TV screens.
Brett Morris, group executive creative director of advertising group Draftfcb SA, says Buddy is being phased out in response to Toyota’s changing business requirements.
Buddy has proved enormously popular with SA consumers. Commercials featuring him have regularly been voted among the country’s best-liked advertisements.
Morris says: “The decision was determined by client needs and market conditions as well as various factors that determine characters’ life cycle in advertising.
“Toyota needed to go back to a more product-based strategy as it has a range of new products coming.”
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