“Our ‘See what’s ahead’ campaign isn’t just about cars. For a brand that never stops improving, it was important to us that this spirit of innovation was clear in our communication. When we talk about manufacturing in the 21st century, it’s a completely different picture than it was even ten years ago. Guests at Toyota already experience this when they stop by the Visitor Center and enjoy exhibits where they can mix mp3s of plant sounds, learn about Lexus, or drive a virtual course that teaches about distracted driving. We sought to show that innovation is really at the core of the brand. ‘See what’s ahead’ invites everyone to look at mobility the way Toyota does—as something that is always being pursued.”