Toyota Camry pitches to the true ‘Executives of Life’ in new campaign via Saatchi & Saatchi NZ
Known for its reliability, Toyota Camry has always been the rational, sensible choice in the sedan car market. But it’s struggled to win the hearts of customers.
Saatchi’s Executive Creative Director Antonio Navas says “Over 80 percent of customers that are looking for a medium sized car are fleet or business customers. For these people getting the work/life balance right is hard. So the idea of a movement to inspire Camry drivers to become the true Executives of Life was born.”
The idea has been phased to attract, engage, educate and then deliver genuine leads to the dealers. TV, press and digital banners invite people to view an interactive web film on Toyota’s You Tube page that dramatises the challenge of work/life balance. At all points viewers can explore the vehicles rational benefits and take the next step to test drive or contact a dealer.
Toyota New Zealand General Manager of Marketing, Neeraj Lala suggests that the time was right for something a little different: “We’re moving to a new approach that sees us in multi-dimensional conversations with our customers. The easy road would be to follow the traditional auto marketing approach. The Camry was built with a lot of feedback from customers, and it was only appropriate for marketing to follow suit. What does remain consistent is the emotional connection that the Toyota brand has with New Zealanders.
“And when it came to the marketing for the range, Saatchi & Saatchi identified an emotive insight that continued this customer focus and an idea that unlocks a conversation.”
Executive Creative Director: Antonio Navas
Creative Group Heads: Anne Boothroyd, Adam Thompson,
Digital Creative Group Head: Mac Macaskill
Head of TV: Jane Oak
Producer: Marty Collins
Designer: Sam Stadwick
Planning Director: Murray Streets
Group Account Director: Mark Cochrane
Account Director: Luke Farmer
Senior Account manager: Emma Guadagni
Account Executive: Hannah Nathan
Production Company: Flying Fish
Director: James Salomon
Producer: Angela da Silva
Post Production: Fish digital
Editor: Nathan Pickles
Audio Post Production: Liquid Studios
Music Composition: Peter Van Der Fluit
Photographer: Stephen Langdon
Retouching: Kevin Hyde
Stills producer: Loren Bradley
Digital Producer: Charlotte Whiter
Executive Digital Producer: Haydn Thomsen
Digital Design: Alex Waskiewicz, David Hunter
Digital Developer: Matt Skinner, Mike McMillan, Steven Ashby
Development Partner: Salted Herring
Media: Starcom
15 Comments
This is a terrible ad and a bad rendition of the VW night drive commercial. And as for the voice over. It’s shocking.
http://www.youtube.com/watch?v=5U9I7QrpSkk
Needed more VO.
Enough shaky hand held 5D ads please
I did an ad like this 5 years ago. I thought I told you all to stay FRESH!
Completely idealess.
Hmmm…. yet another “montage” ad of moments.
It’s okay. quite good. good strategy. good endline.
unfair to say it’s a rip-off of VW ‘night driving’ ad – a reflective VO is nothing unique.
Try hard dribble.
was the best comedy spot.
Bit of a stretch to say the web film is ‘interactive’. You can pause it while a page of brochure comes up. Anybody pause it a second time?
Always a brave move to write a poem as a voice over though. Few of us are up to making it work. As this ad demonstrates.
Did they get a child to do the handwriting on the print ad? Shocking!
Anyone who uses the insight ‘struggle to get the work/life balance right’ please fuck off out of advertising right now, you mediocre cretin.
It’s not too soon to say this new fella isn’t cutting it, is it?
It’s ‘drivel’, you fuckwit.
I don’t believe anyone at Saatchi – apart from the people who think a grade is a strategy – believes this is anything but the worst kind of indulgent, irrelevant shite.
Including the creatives that ‘wrote’ it – while trying to hide their contempt and praying the headhunter will call back soon.
But the good news is, Telecom’s Pink Fist now looks like a well-thought out, insightful and mature piece of work that was created with client success foremost in the mind.
Better get some sleep before the Toyota pitch.