Toyota says it’s hip to be square in latest ad campaign for Camry and Aurion via Saatchi’s
July 24 2013, 10:01 am | | 36 Comments
CB Exclusive – Toyota is saluting all the suburban heroes in its latest campaign via Saatchi & Saatchi, Sydney to promote the Camy, Camry Hybrid and Aurion range.
The spot was directed by Adam Stevens via Robber’s Dog.
Advertising Agency: Saatchi & Saatchi Sydney
Executive Creative Director: Damon Stapleton
Creative Director: Steve Carlin
Copywriter: Jon Burden
Art Director: Wassim Kanaan
Agency Producer: Kate Gooden
Production Company: Robber’s Dog
Director: Adam Stevens
Producer: Mark Foster
Editing: The Editors
36 Comments
Well done guys! A very entertaining piece.
For Toyota, I think this is great.
Actually admitting that the Camry is a middle of the road car after years of trying to flog the idea that it’s an executive car on a par with BMW is brave indeed.
Well done Saatchi’s for getting this one through the system.
http://www.youtube.com/watch?v=J9v_kZLQp9M
Very funny. Can’t believe its for a camry though
Bravo Saatchi’s. A great ad for a shitty car
After years of trying to squeeze any conceivable product truth out of this car, they’ve finally nailed a way to advertise a Camry. Will go down a treat with buyers.
Seriously, well done.
I saw this on the tele and was wondering who did this. Fantastic work S&S
I love how original it is!!!!!!!!!!!
http://youtu.be/g5Ph_wOl77s?t=25s
Thought of ‘What To Expect When You’re Expecting’ end scene straight away. Has definitely borrowed from it. Nonetheless, it’s a good ad!
The truth is always so much more believable.
Well done Saatchi’s for making it shine.
Clever stuff.
Fucking depressing.
What an awesome film. Well done everyone
What a genuine piece of work. Well done fellas
First ten comments no doubt from Saatchi. I watched have seen it twice and found it thoroughly confusing.
Saatchi’s alright you know. Nicely done.
haha! Nice!
… Oh god the song is in my head!!
It finally happened!! The truth shall set you free!! Love it kids, well done. x
I think the link to this spot is sending me to a completely different ad that you first ten guys are watching. All I saw was an old tv commercial from the 1980’s. but someone had cut a modern day Camry into it.
Good strategy guys, so well done there. 10 points for the track too.
Hey, can the ad be hosted in a way that lets o/s viewers see it? Thanks.
As a veteran of the Toyota account and having struggled particularly to find the right message and tone for Camry, I take my hat off. Brilliant insight and fun delivery. It’s hip to be square. Of course! It’s not about ‘features’ with this sort of car, it’s being accepted for having the common-sense to grow up and be mainstream – something I’ve never been and hence could never bring to the work. What an exciting moment it must have been for whoever had the idea.
I haven’t seen a good Toyota ad in ages
Great use of a great track from a great band, still performing. rumours of a summer tour here, coincidental?
Nice one Saatchi’s. Even my wife thought it was good.
As a member of the motor industry it was the talk of the office at a rival brand on Monday. Well done. It’s awesome! Hope some Aussie built cars are sold because of it!
Let me start by saying that I really like the ad. And in a way I think it’s spot on. I’m just curious though…
It’s one thing everyone knowing that the people who buy your cars are a bit uncool and boring. It’s another thing altogether actually calling it out and making an ad out of it. I guess the question is, do the somewhat uncool, boring people buying the car actually see themselves that way?
This may be brilliant and work really well, or it could be one of those ads that everyone loves but lives to regret.
I have no idea which, and I sincerely hope it’s the former. Best Aussie car ad I’ve seen in a long while. But I’ll be watching very closely to see which way it goes.
But isn’t it saluting the average bloke or dad?
Saying that being one is ok, heroic even?
(yes, I’m a planner)
It’s a bit swagger wagon, but I still like it.
My only gripe is that the dudes with other cars ogling him at the start all have Toyotas too. Would have been braver and funnier if they were other brands.
Still good though.
Saatchi & Saatchi….you’ve done it again….Nailed it with the new Toyota Camry Advert…..how do you promote a car that’s ultra reliable but boring as bat shit? You embrace it!!! Well done – Great Advert!!
Thank you for using the Huey Lewis and the news song my favourite band
Didn’t realise that being male and caring for children made you a hero. What a joke.
Someone remind what the point of an ad is again? Ah that’s right, to sell a product. Showing some nerdy looking blokes with a hip to be square soundtrack really does nothing to sell the cars. Does this make me want to go out and buy a Toyota? Um, no…if anything it does the opposite. I will be interested to see if it helps sell more cars to the target demographic or just in general…
Derek, I think its time for you to grow up.
Maybe if you were capable of thinking about people other than yourself and your drongo mates, you’d see that this is a rather good advertisement. Bob, Steve, Davo and I were even talking about it at golf yesterday. In fact, I may even go and take a test-drive of a Toyota when the lease on my Honda Accord runs out next year.
I just want you to be a success, son. I want you to stop buying those dirty second-hand clothes (it breaks your mums heart) and “working” at that funny little design company (or are they actually paying you now?). I mean, we paid for four years of uni, and for what, Derek? So you can do a logo for some restaurant that sells foreign muck?
For god’s sake son, get a proper job and make some ads that I can tell my mates about! Then you could move out of that Surry Hills ghetto you call home and maybe even buy a car instead of that silly little bmx bike you ride around on.
Righto, thats it. And call your mum soon, eh?
Dad.
Oh, Just as I contemplate what to drive next once the Falcon is gone! I speak to my Mechanic and he praises Toyota Camry as being one of the most reliable cars he has seen, and recommended me to purchase the newest one I could afford, still noting that they are “whitegoods-on-wheels”, but nevertheless best bang for your buck.
I start warming to the idea, I look at some prices, start tempting myself, and BAM! This commercial comes on and ruins it for me.
How the heck am I meant to purchase a Camry now? I simply cannot.
Oh boooouuuuyyy!
This Advert could be used as a how-not-to-sell-car example. I mean the ad itself is good, funny, clever. Just don’t know how it is going to sell Camry’s that’s all. I can see how it would prevent men from buying Camry’s, and get salesmen to put more pressure on their company to provide a Commodore or ANYTHING else.
I’m driving an Aurion now because of this ad! Plus a pretty neat deal.
If I’m a loser, I’m a happy one at least.
Thanks Toyota.
As a proud Camry owner, this advertisement is insulting.