Toyota has prepared two 30-second commercial spots with a “reinvention” theme for the Super Bowl. Last year, Toyota had not participated in the event as it concentrated on repairing its reputation and dealing with shortages in production. Toyota had not bought an ad in the Super Bowl for the past three years.
One of the upcoming spots featured Toyota Motor Corp.'s Camry model with a backdrop of friendly house plants and customers at the Department of Motor Vehicles enjoying the minigolf and free ice cream while they wait. Toyota's agency of record, Saatchi & Saatchi, Los Angeles, made this ad, which will run in the third quarter of the game.
In a statement, Bill Fay, vice president of marketing at Toyota Motor Sales USA, said that reinvention is a “powerful idea” that they used in the redesign of the 2012 Camry. He also said that the Super Bowl offers a forum to “drive home” the message of reinvention of the seventh-generation Camry with a dose of humor.