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.
America’s best-selling car for the last nine consecutive years, the Toyota Camry, has recently unveiled its all-new, seventh-generation 2012 model. The league leader for 13 of the last 14 years, the all-new 2012 Camry reveals a bolder, technologically-advanced design, a more spacious interior and enhanced overall driving dynamics resulting in a smoother and more comfortable ride. A leader in the mid-size category, the new Camry has been given superb improvements in its safety features, engine efficiency and fuel economy. And with a newly added multi-media system, the all-new 2012 Camry is touted to be the best ever Toyota Camry model.
Originally released as a compact car in 1983, the Toyota Camry was later upgraded to the iconic mid-size sedan it is now, and become one of the category’s consistent leaders. The Camry set impressive benchmarks with its high workmanship quality, dependability and proven reliability, which unsurprisingly resulted in its global popularity with over 15 million units sold.
Bob Carter, Toyota Division Group Vice-president & General Manager, fittingly describes the all-new 2012 Toyota Camry as a perfect mixture and evolution of its famous characteristics and features through the years- utmost comfort, technologically-advanced workmanship, maximum efficiency, consistent reliability and uncompromising focus on safety.
Bob Carter further adds that these perfectly-blended Camry characteristics have resulted in a more attractive, well-loved design resulting in a truly enjoyable driving experience. Mr. Carter closes by stating that Toyota remains unfazed by the ever-growing competition in the mid-size category, adding that the all-new Camry is designed to retain its leadership in the category and even aims to attract a broader following in the mid-size sedan category.
Three enhanced powertrain options are offered for the all-new 2012 Toyota Camry, with all three options guaranteeing improved fuel economy and a more responsive engine performance.
Moreover, Camry models which are powered by the 2.5-liter four-cylinder engine now boasts of a 178 horsepower output, an increase of 9 horsepower, and a 170 lb-ft of peak torque. Estimated fuel consumption by the EPA is 25mpg for city driving, 35mpg for highway driving and 28mpg for combined driving – a marked improvement over the Camry’s most recent predecessor.