Saatchi & Saatchi LA announced the launch of the reinvented 2012 Camry campaign, one of the largest integrated marketing campaigns the agency has developed for Toyota Motor Sales, U.S.A., Inc. “It‟s Ready. Are You?” 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 vehicle styling.nnThe campaign centers around six TV spots, beginning with the 30-second “Built,” which will make its national debut on October 16 during NBC’s Sunday Night Football. The spot uses stunning animation and visual effects to highlight the Camry‟s new features and visually demonstrate the reinvention of Toyota‟s signature model. As the 2012 model builds around its driver, the spot touches on several of the key aspects midsize car buyers expect to get with their next car purchase.nn
nn”For nearly 30 years, Camry has been an icon of durability, quality and reliability. But with the new model, Toyota has made a serious upgrade in technology, safety, elegance, performance and flat out beauty,” said Chris Adams, executive creative director at Saatchi & Saatchi LA. “With the „Built‟ commercial, we had a lot of fun literally showing this reinvention in progress. It truly is a car built around the needs of today’s drivers.”nnAnother 30-second TV spot, “Pit Stop,” pays homage to the Camry‟s racing heritage with Toyota NASCAR driver Kyle Busch. The ad shows how Toyota‟s excellence carries from the racetrack to the roadway by transforming the car in the speed of a pit stop to highlight the Camry’s performance capabilities and intuitive mobile technology. “Pit Stop” will make its television debut on October 24.nnnnTwo additional TV commercials will roll out later this year. Further, broadcast momentum continues into next year with two spots in the Super Bowl and the Toyota Halftime Report.nnThe campaign also includes print ads, digital media, out-of-home boards and social media elements. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in New York‟s Times Square to spark the public‟s interest and build intrigue for the 2012 model.nnBeginning 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 first hand.nnTo set the stage for the 2012 model launch, Toyota and Saatchi & Saatchi LA launched the Camry Effect website, which is designed to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experience www.toyota.com/camryeffect.nnThe Camry Effect provides past and present Camry owners a platform to share stories, moments, memories and milestones of first dates, road trips, soccer games, interviews and college days while witnessing the collective “effect” each has.nnFor more information on the reinvented 2012 Camry, visit www.toyota.com.nnAbout Saatchi & Saatchi LAnSaatchi & Saatchi LA is a full-service agency with both traditional and digital capabilities, including media, creative, strategic planning, 3-D asset creation, design and event marketing. Known for its outstanding social media work, the agency has been recognized as a Facebook Innovator and honored as the 2010 Social Media Agency of the Year by The Bees Awards. Saatchi LA is agency of record for Toyota Motor Sales, U.S.A., Inc., and also serves Toyota Dealer Associations and Toyota Financial Services. The L.A. office is the third largest in the global network of ideas company Saatchi & Saatchi, part of Publicis Groupe. For more information, visit www.saatchila.com.Lee Sharrock Global Creative PR Saatchi & Saatchi Worldwide 80 Charlotte Street, London W1A 1AQ, UK Tel: +44 20 7462 7218 Contact Lee via email www.saatchi.com
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More