Torrance, Ca - Saatchi & Saatchi LA is debuting three new spots for the 2012 Toyota Camry that range from silly to sentimental: "It's Reinvented," "Kentucky" and "Connections." Each ad will be integrated with extensive social and mobile efforts, some of Toyota's most ambitious to date. Combined, the spots make up a layered and multi-tonal marketing initiative to connect the nearly seven million Camry owners in the United States and introduce a more personal dimension of the vehicle to new audiences. The campaigns are built to live beyond their February 5 premiere through social media.
The agency will share a laugh with Super Bowl XLVI viewers with the 30-second "It's Reinvented" commercial which airs in the third quarter of the big game when "people have had a few beers and are looking for a laugh," according to Margaret Keene, co-executive creative director at Saatchi & Saatchi LA. It's a humorous look at reinventing the normal world of a Camry owner in positive ways - whether it's a baby who doesn't require a diaper change or a houseplant that fights crime.
With "It's Reinvented," Saatchi & Saatchi LA invites real-time social media participation on Twitter. During the game, select tweets containing ideas for reinvention and the hashtag #reinvented will be answered with creative depictions by Saatchi LA illustrators. There will also be roadblock technology including YouTube and Hulu home page takeovers on game day. (View here)
The agency also created a touching 60-second broadcast spot entitled "Kentucky" which follows the story of Sean Cooley, a 15-year veteran of the Camry assembly line in Georgetown, Kentucky. Sean's story is one of five captured in an online "docu-series" profiling real Camry drivers and showcasing their relationship with their car. (View here)
"We know the Camry owners. They are teachers, nurses, parents and coaches and true pillars of their communities," said Keene. "They represent real American values and they drive the Camry because it's reliable, just like them. We want this part of the campaign to honor them."
For Saatchi & Saatchi LA, this series represents just a few of the stories gathered by the ongoing social media campaign "Camry Effect", a platform where Camry owners share their experiences and track the "Effect" those experiences have when shared in large numbers. (http://www.toyota.com/camryeffect)
More of these personal "Effects" are brought to life in the 30-second spot, "Connections," which will air Sunday, February 5 on NBC. This heart-warming spot features vignettes profiling generations of Camry owners. "Connections" also encourages viewers to use their Shazam app live during the spot for a chance to win two brand-new 2012 Camry vehicles, one for themselves and one for a friend. The campaign is the first and biggest giveaway of its kind to utilize Shazam technology. (View here)
"This spot celebrates people who lived their lives in the Camry, but also acts as a bridge to a new social experience," said Chris Adams, co-executive creative director at Saatchi & Saatchi LA. "We all use smart phones and mobile apps and this is a fun way for us to engage the Super Bowl audience. And it's pretty cool to win a car for you and your best friend."
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