A campaign by Saatchi & Saatchi LA has been created to promote the reinvented Toyota Camry for 2012.
The ‘It’s Ready. Are You?’ campaign has been developed for Toyota Motor Sales USA, and will centre around six TV spots, the first being ‘Built’ which went to air earlier this week in the US.
“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.”
Another 30-second TV spot ‘Pit Stop’ will make its television debut on 24 October, with another two to air later this year.