You know those Toyota commercials that we never get, the ones aired in distant lands like Australia and Brazil and that are, oh, interesting? We're finally getting one. Toyota is returning to Super Bowl advertising after a three-year hiatus with a 30-second version of this longer-form 60-second spot for the 2012 Camry, and we think it's amusing enough to be worthy of The Big Game.

This is a continuation of the reinvention theme introduced in the first 2012 Camry ad last year, and this commercial adds some comedy, a welcome change from Toyota's typically sober marketing campaigns. Toyota will also air a second 30-second spot during the NFL's championship game. Check it out in long form (along with the official press release) after the jump.



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TOYOTA REINVENTS MORE THAN THE CAMRY IN EXTENDED VERSION OF SUPER BOWL XLVI COMMERCIAL
"Reinvented" Imagines a Fantastic and Funny World Where Everything is as Innovative as the 2012 Camry


TORRANCE, Calif. (January 30, 2012) – Toyota Motor Sales, U.S.A., Inc. today announced the premiere of the extended version of its Super Bowl XLVI commercial. The spot takes a cue from the marketing campaign promoting the striking reinvention of the 2012 Camry, America's best-selling car for 10 consecutive years. The 60-second "Reinvented" spot is available for preview at [insert URL,] while the television premiere of the 30-second version on Sunday, February 5th, will mark the brand's return to Super Bowl advertising for the first time in three years.

The ad provides a humorous take on potential day-to-day experiences and items that could have been reinvented, such as a baby that never requires a diaper change, the Department of Motor Vehicles as an enjoyable place of fun and smiles, and house plants that defend against intruders by fighting crime. The premise of the spot is that good things are always better when reinvented; and in this case, they are also funnier.

"Reinvention is a powerful idea and one we took to heart when we redesigned America's most popular car with the launch of the 2012 Camry and elevated it above the competition," said Bill Fay, group vice president of marketing at Toyota Motor Sales, U.S.A., Inc. "The Super Bowl provides a forum to really drive home the reinvention message of the seventh-generation Camry, using humor to resonate with the American public."

The commercial will be one of two 30-second spots Toyota will be airing during the internationally-viewed game. The ad, created by Toyota's agency of record Saatchi & Saatchi LA, is slated to be broadcast during the third quarter of the game and is supported by an interactive social media extension that will kick-off following the commercial. Viewers will be encouraged to tweet with the #Reinvented hashtag about what they'd like to see reinvented and selected tweets will be responded to in real-time with a creative depiction of their idea.

About Toyota
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. Established in 1957, TMS markets products and services through a network of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than 1.64 million vehicles in 2011. Toyota directly employs nearly 30,000 people in the U.S. and its investment here is currently valued at more than $18 billion. For more information about Toyota, visit www.toyota.comor www.toyotanewsroom.com.


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  • 68 Comments
      • 2 Years Ago
      [blocked]
        Zoom
        • 2 Years Ago
        I did too, and I didn't even have the sound on.
      Sergio ML
      • 2 Years Ago
      I like Toyota camry... but the ad ...wtf?
      Cruising
      • 2 Years Ago
      So much hate for a car that was never intended to be anything but a sound choice for consumers. What are people wanting from this car? Not everyone in this country is a car enthusiast. Some people just want no nonsense transportation, and the sales figures prove that.
        AP1_S2K
        • 2 Years Ago
        @Cruising
        "Not everyone in this country is a car enthusiast." Very well said. Too many people comment with their own feelings vs. what they market is actually looking for.
      • 2 Years Ago
      [blocked]
      BlackDynamiteOn
      • 2 Years Ago
      Camry The People's Champion BD
      Reece Lightning
      • 2 Years Ago
      does the camry also come in male?
      Andre Neves
      • 2 Years Ago
      "This is the reinvented Camry, it induces excitement when you drive." Not.
      rL-gT
      • 2 Years Ago
      So many ppl rag on the Camry.. yet it's selling like hot cakes up here in Canada.
        LBFTPSEC
        • 2 Years Ago
        @rL-gT
        ....selling like hotcakes because nobody makes informed decisions anymore. They all just buy what they hear is good...and in Canada, everyone thinks the inferior Toyota is God. Most people who makes comments about Toyotas in Canada don't own one, and don't know anything about cars.
          Kevin Holden
          • 2 Years Ago
          @LBFTPSEC
          Because your lil Toyota's aren't at 300K+ miles... Anyone can get 100k miles. So many 500k mile Ford engines out there. Inline Ford 300, best engine ever built!
          • 2 Years Ago
          @LBFTPSEC
          [blocked]
          AP1_S2K
          • 2 Years Ago
          @LBFTPSEC
          "They all just buy what they hear is good".....yea dumb Canadians, they should only buy what they hear is mediocre or bad.
          rL-gT
          • 2 Years Ago
          @LBFTPSEC
          And your basing that statement off what facts? lol. Im quite happy with the 3 Toyota Vehicles I own right now and I cant wait for my FR-S
      Jaybird248
      • 2 Years Ago
      This has to be one of the dumbest commercials I've ever seen. You can almost see the copywriters smoking something as they thought how hilarious they were being, but what the ad does to advance Toyota's key attributes of value and reliability just isn't there. Try again, guys.. And this time without the funny cigarettes.
      billfrombuckhead
      • 2 Years Ago
      Maybe the turd time's the charm for TRDyota reintroducing this posterchild of crummy commodity cars.
      desinerd1
      • 2 Years Ago
      Calling 2012 Camry "reinveted" is like calling BMW "the ultimate driving machine". I'm tired of these hyperbole.
        BB79826
        • 2 Years Ago
        @desinerd1
        You're tired of hyperbole in advertising? Wow, what an insightful comment.
        wtrmlnjuc
        • 2 Years Ago
        @desinerd1
        But the Camry was pretty much reinvented from the previous one . It just doesn't look obvious because they decided to keep the previous model's form factor (a big mistake in my opinion).
          bobmarley
          • 2 Years Ago
          @wtrmlnjuc
          Part of the reason why Honda's and Toyota's have such good resale value is because each new model or refresh isn't Extremely drastic. I know all the whiners that complain about this car being an "appliance" have a hard time understanding this but it is what it is. Its so easy to complain about cars that are not aimed at enthusiasts but that doesn't mean you need to.
      Someone
      • 2 Years Ago
      @navy pong... pretending to be engineer? If we take into consideration that, the Camry`s chassis is nearly perfect and no competitor is able to reach that level I believe you are just talking rubbish (aka nonsense). About the engines, first, the engines are not exactly the same and the funny thing is, while you can get Toyota`s EPA numbers, I don't think you can be even near competitor`s EPA number which means, once again... why pretend to be engineer if you don't even know what's a car :) Congratulations Toyota, good commercial, fantastic car.
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