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.
The expressive exterior of the 2015 Camry is now more athletic as defined by prominent character lines. Compared to its predecessor, the new car is longer (by 1.8 inches or 45 mm), with a track wider by (0.4 inches or 10 mm).
One of these lines is found on the body, commencing from the muscular front fender of the Camry and flows on the doors to the rear quarter panel motion. On the front end, the new Camry features an entirely modified front bumper cover and a wider, more prominent trapezoidal grille shape.
Customers could have the new Camry be finished in any of the 10 colors, like the new Celestial Silver Metallic and Ruby Flare Pearl.
The assertive front end of the new Camry is also defined by new sleek headlamps with integrated front turn signal indicators and LED daytime running lights. Furthermore, the new 2015 Camry could be availed with LED low and high-beams and auto static leveling. On the rear end, new tail lamps now sweep into the tapered sheet metal as connected by decorative garnish across the trunk lid.
Meanwhile, the new Camry comes with more refined, more spacious interior with more premium materials and improved amenities. Its center stack sports a high-tech, upscale appearance that seamlessly integrates with the console. Toyota redesigned the center console tray to increase its capacity, integrating a convenient power source in the storage bin -- 12v, USB and an available wireless charging system for certain smart phones.