Machado/Garcia-Serra/Publicidad Announces Southeast Toyota Distributors' 2004 Hispanic Campaign `El Valet'

DEERFIELD BEACH, Fla.--Jan. 1, 20042, 2004--Southeast Toyota Distributors, LLC (SET) continues its aggressive effort to reach the vital Hispanic population of South Florida with the launch of its 2004 Hispanic advertising retail campaign entitled "El Valet" (The Valet). The integrated advertising campaign includes six television executions to be supported by radio and point-of-sale (POS) materials. "El Valet" is the first new and original major campaign developed and produced by Machado/Garcia-Serra/Publicidad for SET since becoming the Toyota distributor's Hispanic advertising agency of record last June.

The television spots feature three characters that capture the cultural diversity and sense of humor of South Florida's Hispanic community. In the spirit of a television "sitcom," the characters are valet parking attendants whose physical characteristics and personalities intersect perfectly to create an ideal blend of humor and fun. Each of the six spots or "episodes" depicts the characters interacting and creating an unforeseen comical situation around a Toyota vehicle. Clever scripting ties the spots together and highlights the features and benefits of Toyota vehicles. A vibrant graphic treatment complements the announcer's energetic delivery of Toyota's current vehicle incentive deals.

"Many years ago we recognized the importance of the Hispanic community in South Florida and the need to focus on the cultural differences and buying power this population has within the auto industry," said Ed Sheehy, SET's Vice President, Sales and Marketing. "MGSP offers us fresh new ideas to attract Hispanic consumers to our Toyota family in addition to providing critical data on trends and market growth."

"We are very enthusiastic about this year-long campaign for SET," said Manuel Machado, CEO of MGSP. "Our strategy, as executed, will have the three main characters of the campaign highlighting the many benefits of the Toyota brand of vehicles through their everyday work experiences. We feel this will appeal to the diverse makeup of the South Florida Hispanic marketplace."

A description of the spots follows:

"WOW": The three characters fight over what at first seems is assisting a beautiful young woman carry shopping bags who has stepped out of her Toyota Camry. Instead, the valets trample the young woman as they run past her to see who gets to park the Toyota Camry.

"TOSHOTA": The Argentinean valet is teased by his Cuban and Colombian counterparts on his pronunciation of Toyota after he steps out of a Toyota 4Runner.

"JUST MARRIED": The Argentinean valet gets his revenge when he tricks his pals to drive away in a Toyota Corolla decorated with "Just Married" writing and cans. He teases them on what "a beautiful couple they make."

"NAPPING": As the condominium's tenants look for the valets to get their vehicles, time passes and they are nowhere to be found. The scene later reveals the three characters asleep inside a Toyota Highlander.

"OSTRICH": The Colombian valet calls out to his two pals to show them how the owner of a new Toyota Camry is so proud of her purchase that she walks stretched like an ostrich with her "beak" extended. As he describes her, the woman walks up behind him.

"THE OTHER": The valets discuss how "this one is better than the other," implying that a particular person has replaced one girlfriend for another. The scene then reveals a new Toyota Tundra Double Cab.

The campaign is scheduled to begin airing on January 13th on the Univision, Telefutura and Telemundo South Florida affiliates, as well as other Spanish-language local and cable TV stations. The radio schedule will include all the key Spanish-language FM and AM stations in the market.

Southeast Toyota Distributors, LLC

Ranked first among Toyota's American distributors in sales and customer satisfaction, Southeast Toyota Distributors, LLC (SET) (http://www.buyatoyota.com) is the largest, exclusive franchised distributor of Toyotas in the world. The company distributes vehicles, parts and accessories to 166 Toyota dealerships in Alabama, Florida, Georgia, and North Carolina and South Carolina. Major divisions include Vehicle Processing, Parts Supply and Distribution, and Parts and Service Support and are located in Deerfield Beach and Jacksonville, Fla., and Commerce, Ga. Headquartered in Deerfield Beach, Fla., SET is a subsidiary of JM Family Enterprises, Inc., a $7.6 billion diversified automotive corporation ranked by Forbes magazine as the 15th largest privately held company in the United States and by a survey in Fortune magazine as one of the 100 Best Companies to Work For in America.

Machado/Garcia-Serra/Publicidad

Machado/Garcia-Serra/Publicidad (MGSP) (http://www.machadogarciaserra.com), one of the fastest growing advertising agencies in the country, is a national full-service advertising and marketing communications agency concentrating on U.S. Hispanic and Latin America markets. Specializing in consumer marketing, telecommunications, automotive, healthcare, and public relations, MGSP strives to provide clients with the leadership and partner relationship expected for the proper leverage to create powerful campaigns that address local and national market needs to meet their business objectives. MGSP is headquartered in Coral Gables, Fla.