AdSpotting: Toyota ready to kick off Camry campaign, are you?

October 18, 2011 by · Leave a Comment 

Filed under: Sedan , Marketing/Advertising , Videos , Toyota Company : Toyota Motor Sales, U.S.A. Brand : Toyota Medium : TV Ad Agency : Saatchi & Saatchi, LA Product : Toyota Camry Campaign : It’s Ready. Are You? What We Like : What makes the Camry the right car for so many families is its overall competence in all aspects of everyday driving, and this advertisement does a good job of reminding consumers that the 2012 Camry has all the bells and whistles you could want while also managing to be safe (10 airbags) and efficient (43 miles per gallon for the hybrid). There’s a techy side to the ad, but it’s not full of techno-babble and it comes across in an easy manner. Plus, the pooch at the end adds just the right amount of levity. What We Don’t Like : Not much. The ad hits all the major points Toyota wants to put into the minds of consumers, and does so in a clever way. As enthusiasts, we always love to see great driving footage and ad copy that focuses on the actual act of piloting a car, but that’s really not what the Camry – and indeed most of this entire automotive segment – is all about. Strategy : There isn’t a single model that Toyota sells in the United States that’s more crucial to its success than the mid-size Camry sedan.

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2012 Toyota Camry ad

Company: Toyota Motor Sales, U.S.A.

Brand: Toyota

Medium: TV

Ad Agency: Saatchi & Saatchi, LA

Product: Toyota Camry

Campaign: It’s Ready. Are You?

What We Like: What makes the Camry the right car for so many families is its overall competence in all aspects of everyday driving, and this advertisement does a good job of reminding consumers that the 2012 Camry has all the bells and whistles you could want while also managing to be safe (10 airbags) and efficient (43 miles per gallon for the hybrid).

There’s a techy side to the ad, but it’s not full of techno-babble and it comes across in an easy manner. Plus, the pooch at the end adds just the right amount of levity.

What We Don’t Like: Not much. The ad hits all the major points Toyota wants to put into the minds of consumers, and does so in a clever way. As enthusiasts, we always love to see great driving footage and ad copy that focuses on the actual act of piloting a car, but that’s really not what the Camry – and indeed most of this entire automotive segment – is all about.

Strategy: There isn’t a single model that Toyota sells in the United States that’s more crucial to its success than the mid-size Camry sedan. This car, along with the Corolla, is the machine that Toyota’s stellar reputation for quality and reliability was built on.

Toyota needs to get the message out that the Camry is all new while also reminding everyone how great past Camry models have been for the car’s intended segment, and it’s hoping to do that with a campaign that stretches from radio and television to billboards and print media and straight on through to social networking. The company will also be putting on 125 events all around the country to put drivers in the seat of its latest Camry.

None of that even touches on all the bad press Toyota has gotten in the past few years for recalls and supposed safety concerns, and Toyota certainly wants to forget all about the dark days of its past. This campaign will look to put Toyota in a positive light again and the 2012 Camry is the car that will lead Toyota’s hoped-for sales resurgence. For more on its overall strategy, hit the jump for a complete press release… but feel free to watch the video first.

Grade: A

Watch the ad after the jump and give it your own grade below.

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AdSpotting: Toyota ready to kick off Camry campaign, are you? originally appeared on Autoblog on Mon, 17 Oct 2011 19:58:00 EST. Please see our terms for use of feeds.

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