- Toyota is positioning the 2025 Camry hybrid as a car that has a little something for everybody, even if that something is just a feeling.
- The effort, which carries the theme “It’s a vibe,” features five distinct television spots that are each designed to entice viewers into the idea that the car can make everyday journeys extraordinary.
- The campaign was developed through the brand’s Total Toyota marketing model, which intends to develop a cohesive marketing approach inclusive of both general and multicultural marketing.
The new campaign seeks to inject style and energy into the Camry nameplate, which, as a top-selling sedan for more than 20 years, may not capture the imaginations of consumers on its face. The new campaign positions the car as one that turns heads, attracts attention and is preferred by a young, multicultural consumer.
For instance, a spot from multicultural agency Burrell Communications Group slows the action on a city block down as a Camry passes by. Heads turn to gaze upon the car, and those watching give approving nods and smiles to the driver, who turns out to be the city’s beloved mayor.
A spot from Intertrend depicts three young, multicultural music artists heading to a live music show in three different Camrys. As they head to the show separately, they are getting pumped up to the soundtracks coming from their car stereos as they get inspired for the show.
A commercial from Conill advertising depicts a Camry’s headlights cutting through and eventually clearing out a dense early morning fog. Conill’s contribution to the campaign will also include digital spots that highlight the car’s racing-inspired features (including a new panoramic moonroof) and a social media campaign that features an adaptation of an original song performed by Latin music artist Alejo. Clips of the full-length video for the song will be featured on Toyota’s Latin Instagram pages.
Finally, Saatchi & Saatchi created two 30-second spots for broadcast that show off the different “vibes” consumers get from the car. The first spot depicts three friends suggesting different options for a night out – a carnival, a comedy show and a museum – before they all land on the idea of tacos. A second spot depicts a Camry driver illuminating a downtown city street as he drives down it, nodding his head to the beat of the music coming from the car’s stereo.
The campaign will run across several media channels, including digital video, experiential, linear TV, paid social, programmatic and streaming audio. High-profile placements will include the BET Awards, Billboard Latin Music Awards, WNBA regular season and playoffs and Cricket World Cup.
