The multimedia campaign for the refreshed 2015 Toyota Camry will jump off with two 30-second ads on NBC's "Sunday Night Football" telecast. According to Toyota, the campaign – entitled "One Bold Choice Leads to Another" -- is targeted at the "transcultural mainstream" and is slated to run through March 2015.
Toyota Total, the carmaker's multicultural marketing team, created the ad campaign. Total Toyota is comprised of five agencies -- Saatchi & Saatchi Los Angeles, Burrell Communications, Conill, InterTrend Communications and Zenith – thereby placing the carmaker’s multicultural marketing initiatives under one umbrella.
The Camry campaign will be Toyota Total’s first and will highlight the best-selling car in the United States. Toyota also claims that it is the No. 1 auto brand among Hispanics, African- and Asian-Americans.
The campaign will feature six ads as well as print and radio elements. It will also feature interactive and experiential programs that will reach out to smaller and more specific audiences. The campaign will sponsor of the DramaFever Awards, which caters to international TV shows like those from South Korea.
Camry will also sponsor a branded "Bold and Beautiful" award. The Camry aims to continue holding onto its crown as the best-selling car in the US – a position it has held over a decade. Sales of the Camry surged 5 percent in the first nine months of 2014 to 334,978 units, according to the Automotive News Data Center.