"Reinvented" Superbowl Commercial

This campaign maintained the "Number one selling car in America" claim for Camry, 

and also lowered the average age of buyers by 10 years. 

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Online Video

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Online Video

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Online Video

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Online Video

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"Reinvented" Tweets

The day of the Super Bowl, Toyota asked fans what they wanted reinvented. 

A team of sketch artists and writers quickly turned the requests into "reinventions" and tweeted them back out.

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Here are a few of my favorites.

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TV

The rest of the campaign followed the same strategy. This spot showed off all the cool new features on the new Camry.

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TV

We used NASCAR driver, Kyle Busch, to "reinvent" Camry as sporty and fun-to-drive car.

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Online Video

To prove Toyota's commitment to the Camry and its racing heritage, we shot this web video with Toyota president Akio Toyoda (yes, that's the correct spelling). Akio is a licensed race car driver and loves going to the track.

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Online Video 

These videos reinforced the idea with these race-inspired ideas, all shot at the Daytona 500 race track.

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Online Video

When's the last time you saw a Camry doing donuts? How about a Hybrid Camry? 

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Online Video

Burnouts? In a Camry? Hell yeah! Those are all real front-wheel burnouts. Car prep worked a little magic with the CPU, and the Camry was transformed into a tire-melting beast.

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Camry Effect Social Project

"Every Camry has a story. Every story has an Effect." That was the mantra for this Camry microsite. 

People didn't have to take our word for it. They could hear from real Camry owners. 

There are over six million of them out there. 

This site collected testimonials from over 80,000 owners and served them up in a fun, easy-to-use format. 

It became a powerful selling tool. Dealers even used it on site to help close the deal.

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Lincoln Tunnel Board

This is the massive board at the Lincoln Tunnel heading into New York City.

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