Toyota celebrates superhero dads in latest Camry campaign via Saatchi & Saatchi, Sydney
Toyota Australia has released a new campaign for Toyota Camry via Saatchi & Saatchi Sydney, that will run in cinemas ahead of the highly anticipated Batman vs. Superman film.
The campaign will leverage the excitement of superhero fans in the lead up to the movie with content that is contextually relevant, reminding cinema-goers that Batman & Superman aren’t the only heroes in the room. The film (directed by Abe Forsyth, Rabbit), celebrates the superhero-like qualities of Camry dads through the story of a dad and daughter’s trip to the beach.
Says Mike Spirkovski, executive creative director, Saatchi & Saatchi: “We took this opportunity to celebrate our Camry drivers and the little things they do each day that make them superheroes.”
Client: Toyota Motor Corporation Australia
Chief Marketing Officer: Brad Cramb
Corporate Manager, Brand Management & Communications: Katie Thompson Manager Passenger & LM Communications: Hayley Walton
Agency: Saatchi & Saatchi Sydney
Executive Creative Director: Mike Spirkovski
Associate Creative Directors: Sam Chappell & Dan O’Connell
Agency Producer: Michael Demosthenous
Managing Partner: Ben Court
Senior Business Manager: Chelsea Lamond
Production Company: RABBIT
Content Australia Director: Abe Forsythe
Producer: Greg Fyson
Editor: Simon Njoo
28 Comments
Should of locked the kid in the hot car when he went back looking for the shoe.
Simple. nice…..
Like it. Right done, I’m off for Easter
Cute. Just like Abe!
Lovely little spot!
Nice job
Bloody lovely
Should have cropped in a little on the POV shot of the doll.
I feel dad’s pain. Nice insight.
Simple and sweet.
Good work, sirs. I tip my hat.
Simple and sweet.
I like it.
Genuine lolz at The Force Awakens reference
Why the acclamation for this? Think it through past the cutesie-pie execution, juniors. What this campaign desperately tries to do is say ‘you’re not really a massive dag for driving a Camry’ when it’s an irrefutable fact that you ARE.
@Old CD Guy
There are plenty of car options for Dads who want a car to make them feel cooler than they are, but Camry is being unapologetic (and differentiating) in not being one of them.
I didn’t work on it but from watching it I’d say this TVC says Camry gets Dads, their needs and what they value; it’s a car that values the reality (and awesomeness) of everyday family life. And we know that in general, people are more likely to connect with brands associated with personal values.
Yeah but you’re probably the kind of pretentious fuddy duddy that wouldn’t even catch a camry hybrid taxi let alone buy one, so your comment is irrelevant.
In other words, get the fuck out of their target market.
@8:28; You’re spot on. I have a collection of beautiful 60s classics including an impeccable white Mercedes coupe and a nasty, black Mustang Fastback and wouldn’t be seen dead driving a Camry, if that isn’t a physical impossibility. But that doesn’t exclude me from having an opinion. It is, after all, a blog.
But mostly, I have experience on the brief.
Compensating, much?
This is charming and funny. Well done guys
@Old CD Guy 2.00PM:
Oh come on, you’d give your left testicle to have cars like mine. Your indignant self-righteousness is adorable. So pure, so pure…
Old CD Guy,
You sound like a douche.
It’s just an ad, a good one at that. Relax.
Bloody Camry drivers!
Marketing Toyotas is easy because it is not complicated by self esteem issues.
Haha such a funny add!!
Who is the male actor?
that right who’s the actor
that’s really dad and daughter??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????
whos the male actor ???????????????
whos the male actor