In 2008, Toyota Motors paired up with Saatchi & Saatchi Los Angeles to release Your Other You , an advertising campaign promoting the Toyota Matrix. Targeting male twentysomethings, the campaign crafted an elaborate transmedia prank experience to overcome the demographic’s strong aversion to advertising and corporations. Saatchi’s creative director told OMMA Magazine that the campaign was all about “empowering the customer…we wanted them to be involved and to feel like they were part of