• by Tanya Gazdik , June 6, 2024

Toyota is simultaneously launching two separate efforts for its Camry sedan and Land Cruiser SUV. 

For the Camry, the automaker is showing how drivers can have both excitement and efficiency in the same package. 

“It’s a Vibe” highlights the all-new 2025 Camry’s hybrid powertrain, enhanced safety features along with connected technology and features.

Meanwhile, the Highlander effort features actor Hilary Swank and actor/comedian Jimmy O. Yang in the  “Land Cruiser Get Back Challenge,”  which spotlights adventure and discovery.

The anchor of the campaign is a three-minute short film that begins in dramatic fashion with helicopters dropping the Land Cruisers onto a snowy embankment, with Swank (and her friend Deon Taylor) and Yang (joined by his father Richard Ouyang) removing their blindfolds to see the trucks ready for action.

Each team takes a unique path to get back to civilization with various obstacles and terrain along the way. They are provided a satellite phone as a last resort if they are lost or stuck. But if they use it, the adventure is over. Team Jimmy takes on the mountains while Team Hilary traverses through the high desert.

The Camry campaign was created using Toyota’s long-standing Total Toyota (T2) marketing model, which integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi, Burrell Communications Group, Conill, and Intertrend Communications, with Zenith Media placing TV and outdoor media buys.

“My Block,” from Burrell Communications Group, shows a Camry turn down a bustling city block amid passionate looks of admiration for the Camry. Intertrend Communications’ spot “Trio” showcases three musical artists exploring how their own vibes are amplified behind the wheel of a 2025 Camry.

In “Clouds,” created by Conill Advertising, the Camry is shown piercing through the early morning fog. Additionally, two digital spots, “Wind” and “Flower,” accentuate the Camry’s racing-inspired features, showcasing its new panoramic moonroof.

For the social media campaign, Conill commissioned an adaptation of an original song exclusively for Toyota, performed by rising Latino music artist Alejo, Clips from the video are on Toyota Latino Facebook and Instagram.

Saatchi & Saatchi created two 30-second broadcast spots titled “Limitless Vibes” and “Groove Thing. 

In “Limitless Vibes,” three friends discuss options for their evening out as their 2025 Camry multiplies into three. “Groove Thing” features an all-new Camry driver who magically illuminates a downtown city street as he passes through, nodding his head to the beat of the music.

Media placements extend across digital content, digital video, experiential, linear TV, paid social and streaming audio.