• Oct 17, 2011
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.





Show full PR text
Toyota Announces Marketing Campaign for the Reinvented 2012 Camry

'It's Ready. Are You?' Touts Vehicle Innovation and Performance


TORRANCE, Calif. (October 17, 2011) – Toyota Motor Sales, U.S.A., Inc. today announced the official launch of its marketing campaign for the all-new 2012 Camry: "It's Ready. Are You?" The campaign demonstrates how the seventh-generation model addresses changes in consumers' vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior styling.

Camry has built a legacy of success, establishing itself as America's best-selling car for nine years running and 13 of the past 14 years. Leveraging nearly 30 years of Camry innovation and know-how, Toyota has created its most technologically advanced Camry ever-a car that keeps up with American drivers' 21st century lifestyle. The 2012 Camry debuts a bold, sophisticated new design with a more spacious and refined interior, improved driving dynamics, class-leading fuel economy and a level of safety features unmatched in the segment. The 2012 Camry is among the first Toyota vehicles to offer the award-winning in-car experience, Entune™. Owners will be able to download a collection of popular mobile applications and data services via touch screen or voice command. Applications include Bing™, IHeartRadio, MovieTickets.com, OpenTable® and Pandora®.

"When building the best-selling car in America-a car with nearly seven million vehicles on the road today-you learn about what people want and expect from their cars," said Bill Fay, group vice president of marketing for Toyota. "We recognized the need to give Americans a smart, safe and worry-free vehicle they can rely on, and our marketing campaign communicates this message."

Understanding that today's drivers want the complete package, the "It's Ready. Are You?" campaign, created by Toyota's advertising agency of record, Saatchi & Saatchi LA, touts the reinvented Camry's class-leading innovations in safety, efficiency and intuitive mobile media technology. Campaign messaging focuses on performance, innovation, safety and MPG, showcasing key product features and packaging.

Broadcast
The fully integrated campaign includes six TV spots, launching with "Built" during NBC Sunday Night Football. The spots will air during several top-rated and high-profile programs such as Two and a Half Men, AFC/NFC Football and the World Series. Broadcast momentum continues into next year with two spots in the Super Bowl and the Toyota Halftime Report.

Print & Digital
Camry will have a significant presence in print outlets, appearing in publications such as TIME, Oprah, People and Business Week. Toyota will continue its ongoing partnership with TIME Person of the Year through print, digital and tablet placements. Camry will also be part of Toyota's Sporting News tablet integration, exclusively appearing in the NFL, NASCAR and MLB sections. The 2012 model will also be supported by digital media, including banner ads, rich media units, homepage takeovers and gaming integrations.
In a nod to Camry's racing heritage, sporty performance videos starring NASCAR driver of the #18 Toyota Camry, Kyle Busch, will be available on the Toyota USA YouTube channel and Toyota.com.

Social Media
In September, Toyota introduced the "Camry Effect" (http://www.toyota.com/camryeffect), an initiative to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experience. For nearly 30 years, Camry has been a part of many Americans' best memories-first dates, road trips, soccer games, interviews and college days. The Camry Effect provides past and present Camry owners a platform where they can share these stories, moments, memories and milestones while witnessing the collective "Effect" they have.

Fully social, the site connects people with other Camry comrades and allows them to invite friends, tweet their Effect or post their progress on Facebook. As each Effect grows and becomes more personal, visitors can see the true power in numbers behind the Camry Effect and gain a better understanding of how one car connects millions of people. An experience that continues to grow with each new Camry moment detailed, this dynamic, interactive initiative is a fresh way to tell a 30-year heritage story through the people who've lived it.

Out of Home
Outdoor boards will drive awareness of specific vehicle attributes such as fuel efficiency and blind spot monitoring. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in Times Square to spark the public's interest and build intrigue for the 2012 model.

Consumer Experiences
Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012. The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle firsthand.

Diversity Marketing
Diversity marketing will continue to be an important component of the product launch and sustainment for Toyota, the top-selling automotive brand for African American, Hispanic and Asian consumers. To maintain that leadership, Toyota has developed tailored campaigns with its multicultural agencies of record, Burrell, Conill and interTrend to highlight the key attributes of the Camry for the African American, Hispanic and Asian American markets, respectively.

For more information on the reinvented 2012 Camry, visit www.toyota.com/camry.


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    • 1 Second Ago
  • 86 Comments
      Basil Exposition
      • 3 Years Ago
      Look at that dude. Look at his house. Not a chance he'd drive a Camry unless it was a company car.
      b33g33
      • 3 Years Ago
      Turd. Polish. F
      • 3 Years Ago
      [blocked]
        • 3 Years Ago
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        AP1_S2K
        • 3 Years Ago
        geez, it's Sohpia the "I only think one way" because being able to think outside of anything else would be too hard..... let me guess, you also like Nascar cuz they only turn left too.
        • 3 Years Ago
        [blocked]
        • 3 Years Ago
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      Mundotaku
      • 3 Years Ago
      For me an A commercial is VW Dark Vader, or Imported from Detroit. This ad is simply forgettable. As an advertising senior student, I give this ad an F.
        tomw05
        • 3 Years Ago
        @Mundotaku
        those were good super bowl ad commercials...but honestly the darth vader commercial just won on cute points...personally I didn't care for it. The detroit ad didn't do much for me either as it isn't like chrysler has really proven that "made in america" matters yet. Ford is the only american car company that really seems to get it and won me over...and trust me in the days of their "i'd rather buy a ford than have a dodge or chevy given to me ads" they were my most loathed car company. Although this ad is far from an A in my opinion. I don't see how you can give those two ads mentioned good grades when they were gimmicky at best. At least this one provides quick info about what the car actually is.
        Tolitz Rosel
        • 3 Years Ago
        @Mundotaku
        Mundotaku, you suck at your course... slap your teacher for me...
        Klinkster
        • 3 Years Ago
        @Mundotaku
        That's just it. You're still a kid with absolutely no worldly experience who has spent the vast majority of your days on this Earth in an isolated conformist institution. Get out more...and realize that Darth Vader and Imported from Detroit appeal to a VERY small and selective part of society: Nerds and gangster-rapper's.
        Elmo
        • 3 Years Ago
        @Mundotaku
        DARTH Vader, not dark.
      Hazdaz
      • 3 Years Ago
      How did I just know that certain people would vote down this ad simply because it was for the new Camry? They probably didn't even watch it. It was a decent enough ad. Definitely kind of interesting and makes the car seem all "high-tech" with its funky Transformer-ish changes. I personally am not a fan of the car for myself, but I can definitely understand why some people like it. For basic transportation that gets great mileage, is extremely reliable and is priced right its quite hard to beat it. Sure its boring, but the American public have proven time and again that that's what they want.
      marre
      • 3 Years Ago
      How can be this the best-selling mid-size? For people whose lives are completely empty...
        Pete K
        • 3 Years Ago
        @marre
        Some of the car nerds on here are ridiculous. Not everyone lives a life that revolves around driving automobiles. They want a car that gets them around safely, fits their gear and is reliable for the long term so they can spend more time doing what they love, which could be hiking, skiing, snowboarding, photography, skateboarding, knitting, midget-tossing...whatever. Not everyone strives to take the best line on an off-ramp...a conservative car doesn't mean these owners' lives are bland...it simply means they appreciate other things in life.
        Zoom
        • 3 Years Ago
        @marre
        For people who care about more than just their car. Meaning most people.
        • 3 Years Ago
        @marre
        [blocked]
        • 3 Years Ago
        @marre
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      • 3 Years Ago
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      The Law
      • 3 Years Ago
      The Toyota Camry is so unsafe It's not even funny! I don't how they even sell these things? If you get hit by a BMW or Volvo in this thing you're going to be a vegetable.
        Tarantula
        • 3 Years Ago
        @The Law
        I'm no Toyota fan by any means but get your facts right......and start believing in science.....
        Tolitz Rosel
        • 3 Years Ago
        @The Law
        An idiot is born every second... The Law is a prime example...
      Stinkyboy
      • 3 Years Ago
      I sat in one this past weekend. the car looks horrible inside and out. massive amounts of cheap flimsy plastic. the engine bay's main feature is the oxygen sensor, pathetic. the previous version was better, they just needed to spruce up the interior. if the camry is the platform for the ES lexus, i pity the fool that pays $40k for it.
        Klinkster
        • 3 Years Ago
        @Stinkyboy
        Based on your observations, I call BS to your claims of actually sitting in a 2012 Camry. Are you sure you weren't at a Hyundai dealership?
      Yu Yung Shin
      • 3 Years Ago
      Destroy all Camrys and Corollas b/c they look boring and drive like a mack trucks.
        airchompers
        • 3 Years Ago
        @Yu Yung Shin
        Hardly. Toyotas can usually be driven pretty quickly, they're exceedingly competent cars. Look, a v6 camry won't put a smile on your face like a 128i, but the Camry is faster, gets better milage, holds its value better, and will last longer with less maintenance. There's a lot to remind Toyota to do better, but Camrys aren't one of them.
        Carlos Cruz
        • 3 Years Ago
        @Yu Yung Shin
        They're not supposed to be exciting and as fun to drive as a sports car, because its not that! The Toyota Camry is reliable and safe A-B transport with ok looks, its not supposed to turn heads, its not meant to have a wow factor, just to safely transport you from home to work and back in a reliable way. Its not a Subaru WRX STI, its not an R32, its just a Camry. That being said, Good job on getting the point across with the AD Toyota!
          miketim1
          • 3 Years Ago
          @Carlos Cruz
          "They're not supposed to be exciting and as fun to drive " The SE camry actually gets up and go really damn good and has put down the best performance and handling numbers in its class. So if you call the camry boring the others cars should put you in a comma
          Carlos Cruz
          • 3 Years Ago
          @Carlos Cruz
          @miketim1 "So if you call the camry boring the others cars should put you in a comma" They do in fact give me a comma. That's why I drive a MKV R32, otherwise it would be unsafe for me to drive, lol. As for the Camry, I'm sure its ok to drive and somewhat fun, but those are not the key points about it. As for power, I've driven my friends TC, which has the same engine, and it does have enough ummph for the target customer, imo. Interior wise, I cant really say much since I've never been inside this, or the previous generations, but if they are doing cost cutting as much as VW is doing on the Jetta, I'm sure that I'll be disappointed.
      • 3 Years Ago
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        AP1_S2K
        • 3 Years Ago
        how did i know you were going to say that..... i was expecting Toyota sucks
      Geekengineer
      • 3 Years Ago
      It scares me that the first things discussed in the ad are completely unrelated to driving an automobile (or at least should be). Voice control? Apps? Email? WTH is going on? Let's be honest here - the Camry's target demographic are not the swiftest of brain when it comes to actually *driving* a car. These are (typically) folks who somehow manage to get from Point A to Point B while yapping on their phone, blasting through red lights, and never using their turn signals. These are things I have observed over and over. On the other hand, I'll agree that the ad effectively communicated the bullet point list of noteworthy features of the car, in a rather uninteresting way. Yes, indeed, the Camry is a solid, dependable car, and the ad conveys the vanilla nature of the product. But I gotta say, these electronannies are creating new generations of uninvolved drivers. Best I keep my R32 so I can zip away from the lumbering zombies who take to the roads these days.
        AP1_S2K
        • 3 Years Ago
        @Geekengineer
        "Voice control? Apps? Email? WTH is going on?": You bring up what most people don't necessarily relate to a car first to get their attention. Those features are relatively new and somewhat "cool" in the market place. They also finished with something lovable like a dog.... Grade: B
        AE86
        • 3 Years Ago
        @Geekengineer
        "Voice control? Apps? Email? WTH is going on? Let's be honest here - the Camry's target demographic are not the swiftest of brain when it comes to actually *driving* a car" Correct me if im wrong but is the Camry the first automoible with these features ? So give the Camry such a hard time ? Its not the Camrys fault this is what people are looking for the cars that offer the most features and tech... just like that sell phone you have with the nice screen and high megapix camrea. and its not camry drivers that yap to point A and B I see BMW drivers do it, Audi and Benz theres no certain car that yeilds any kind of action. I see this from all kinds of cars the Camry is no different from anything.... and no its not the cars fault the real issue is that most people who buy cars dont really buy cars for the driving experiance but actually what the car offers to them as a product. Blame the US comsumer.... Toyota and all the other maunfacuters are giving the people what most of them want.
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