Toyota Builds Campaign Around Iconic Songs

A campaign for the Toyota Camry features iconic songs that help introduce features of the vehicle. 

The campaign, “Sensations," includes four spots that let the all-new Camry speak for itself. It is designed to radically alter people’s perceptions about the Camry and the sedan category as a whole, according agency Saatchi & Saatchi. It employs legendary music hits in four iconic broadcast spots and matches its audience's emotions with emojis in a social media campaign.

“The launch of the next-generation Camry is incredibly important for Toyota, and we wanted to create a campaign that matched its excellence and the excitement of the new design. 'Sensations' perfectly conveys what people will feel driving the new Camry,” said Ed Laukes, group vice president, marketing, Toyota, in a release. 



Total Toyota agency partners at Saatchi & Saatchi, Conill, Burrell and InterTrend worked together on the campaign, he adds.

In three broadcast spots — "Thrill," "Wonder" and "Indulge" — the music of hits like Roxette’s The Look, Queen’s Don’t Stop Me Now, and What a Wonderful World feature the vocals as narrative. In a fourth spot, "Wild," the sounds of Suzi Quatro’s Wild One aim to communicate how it feels to drive the vehicle. Every spot is supported by near-musical sounds recorded directly from the Camry itself (engine revs, tires screeching, etc.).

On social media, Saatchi & Saatchi created a new approach to Twitter audience targeting. Short social videos, each featuring different emotion-eliciting emoji, will target Twitter users based upon their recent emoji use on the platform. 

“With 'Sensations,' we were determined to bring the transformative aspects of the new Camry into its narrative, to translate the feel of the drive to the viewer,” said Fabio Costa, executive creative director of Saatchi & Saatchi Los Angeles, in a release. The soundtracks — coupled with the sounds of the car and layered vocals of popular tracks — set the stage for viewers to imagine the magic and excitement of the drive and the actual slickness of the car."

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