In the crowded landscape of television commercials, certain characters transcend their 30-second slots to become household names. Jan from Toyota, portrayed by Laurel Coppock, is one such figure. Alongside Flo from Progressive, Jan has become one of America’s most recognizable and effective TV commercial personalities, significantly boosting Toyota’s brand visibility and sales.
For over a decade, Laurel Coppock, as Jan, has been delivering Toyota’s message in countless commercials. Her approachable, girl-next-door charm and upbeat demeanor have resonated with audiences, making her the trusted face of the Toyota brand. This consistent presence has demonstrably contributed to Toyota’s financial success and market leadership.
Toyota’s recent financial reports underscore the impact of its advertising efforts. The company nearly doubled its operating profit compared to the previous year and claimed the title of the world’s most profitable automaker, surpassing Tesla for the first time since 2021. While various factors contribute to this success, industry insiders and Toyota themselves acknowledge the significant role played by “Jan from Toyota” in connecting with consumers and driving sales.
Local Toyota dealerships heavily feature Jan in their marketing materials, further cementing her image as the face of the brand. A Toyota insider emphasized Jan’s crucial role, stating, “Toyota couldn’t do it without Jan out there pitching for the company. She’s beloved by the public and that sells cars — lots and lots of cars.”
While advertising pitchwomen have a long history, including iconic figures like the Sun-Maid Raisin girl and Miss Chiquita, Jan and Flo stand out for their remarkable and sustained success in the modern era.
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Jan from Toyota (Laurel Coppock) is a reliable girl-next-door whose upbeat approach to being a receptions
Both Laurel Coppock and Stephanie Courtney (Flo from Progressive) are New York-trained actresses with comedic backgrounds, a factor that undoubtedly contributes to their commercial appeal. Interestingly, their careers share striking parallels. Flo debuted in 2008, when Progressive sought a distinctive brand identity. Advertising agency Arnold Worldwide created the quirky Flo character, brought to life by Stephanie Courtney, an actress with improv experience and a background in “Mad Men.”
Flo’s initial commercials highlighted Progressive’s customer service with humor and energy. Her unscripted exclamation, “Wow! I say it louder…”, in her first ad, marked the birth of an advertising icon. Progressive quickly recognized Flo’s potential and shifted focus to her character, solidifying her as the face of the brand. Critics and media outlets lauded Flo’s fresh and engaging approach to advertising, comparing her to iconic commercial figures of the past.
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Stephanie Courtney
Inspired by Flo’s success, Toyota sought its own female mascot four years later, leading to the creation of “Toyota Jan” by agency Saatchi & Saatchi. Interestingly, Stephanie Courtney auditioned for the role of Jan, highlighting the parallel paths of these advertising stars. However, the role ultimately went to Laurel Coppock.
Like Courtney, Laurel Coppock also honed her comedic skills at The Groundlings in Los Angeles and studied acting in New York at the Circle in the Square Theater School. After securing minor acting roles, Coppock was chosen from 500 actresses to become Jan.
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Bobby Mort and Laurel Coppock
Almost instantly, Toyota Jan, with her warm smile, red dress, and relatable personality, became an advertising icon. Coppock’s portrayal of Jan as a friendly and efficient Toyota dealership receptionist resonated with viewers. During Toyota’s major sales events like Toyotathon, Jan’s ubiquitous presence in commercials became a constant reminder of Toyota’s offerings.
Toyota’s substantial advertising budget positions Jan as a central figure in its marketing strategy. Her effectiveness in connecting with consumers is undeniable, making her an invaluable asset to the brand. Jan’s connection with the audience became so strong that when Laurel Coppock became pregnant, it was seamlessly incorporated into the Toyota commercials.
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Pregnant Jan from Toyota
This decision to include Coppock’s pregnancies in the ads demonstrated the public’s perception of Jan as more than just a commercial character; she was seen as a familiar and relatable personality. Coppock even shared her experiences with motherhood on her YouTube channel, The BreakWomb, further connecting with audiences on a personal level.
While Flo from Progressive has evolved into a character with a cinematic universe and a supporting cast, Jan from Toyota has maintained her core appeal as the trustworthy face of the brand. Despite the emergence of imitators like Liberty Mutual’s LiMu Emu and Doug, Verizon’s Kate McKinnon, and AT&T’s Lily, none have achieved the same level of success and trust as Flo and Jan.
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Flo
During the challenging times of the COVID-19 pandemic in 2020, Toyota leveraged Jan’s trusted image to reassure customers. Commercials featured Jan working remotely, emphasizing Toyota’s continued service and commitment to customer well-being. As Ed Laukes, Toyota’s marketing VP, stated, Jan was chosen for these spots due to her “instant recognizability” and status as the “trusted face of Toyota.”
Despite her widespread recognition as Jan from Toyota, Laurel Coppock reports that she is not often recognized in public. This anonymity allows her to maintain a degree of normalcy while still embodying one of the most successful advertising characters in recent history. Jan from Toyota’s enduring popularity and effectiveness highlight the power of relatable characters in building brand trust and driving business success in the competitive automotive market.
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