A redesigned Camry, long Toyota's best-selling make of car, is thefocus of a huge ad campaign from Saatchi & Saatchi/Los Angeles, theagency of record for Toyota for the past quarter century. The $160-million campaign, the largest in Toyota's history, plays off a newsexiness in the Camry design for 2002. The campaign tagline--"YouWant It"--underscores the car's sexier look.
"We have taken the Camry from sensible to sensual without losingthe core values that made the car so popular," explained Toyota vicepresident of marketing Steve Sturm. The Toyota executive describedthe Camry's new appearance as dramatically different. "This Camry iswider, longer and larger," explained Sturm, who said the Camry waslast redesigned five years ago.
The average age of the typical Camry buyer is around 53, accordingto Sturm, but the goal of the redesigned car and the new campaign isto lower that average age to at least the mid-40's.
The full-blown "You Want It" campaign won't launch until earlySeptember, but Toyota is trying to build interest via unusualtelevision teaser spots popping up between the regular flow of spotson NBC, Fox and a number of cable channels, as well as inflightprogramming on United and Delta airlines. To pique consumer interest,the teasers show just a brief shot of the car and the tagline.
The main television campaign is comprised of six 30-second and 60-second spots.
Saatchi & Saatchi chose actor Jeff Goldblum to do voiceovers forthe new commercials because he has a theatrically trained voice thatconvincingly conveys the sensual motif in the new campaign.
"Launch" is the introductory spot in the series, and it traversesthe globe showing people in many countries admiring the retooledCamry. Another spot called "Magnets" is a bizarre story about tworefrigerator magnets that are irresistibly drawn to the Camry.
Yet another, "Rhythmic Drive," intriguingly captures a sort ofroad ballet in progress as drivers in their cars try to pull up nextto the new Camry to find out what make car it is.
The "You Want It" campaign also includes a massive printcomponent. A total of seven Conde Nast magazines and 10 Time Inc.publications will carry multipage Toyota inserts in their Octoberissues featuring the 2002 Camry interspersed with shots of musicalperformers, such as Lyle Lovett; Earth, Wind and Fire, and the Go-Go's will be heard on a new compact disc Toyota is producing to raisemoney for charity.
Available starting Sept. 25 at Wherehouse Music and Macy'sdepartment stores for a suggested donation of $1, the CD is expectedto generate about $500,000 for the Camry Music Education Fund toassist in-school music programs.
Lipinski picking videos
On the Road to Fox Valley Update: Intersport vice president ofproduction Mike Klatt met last week with Tom Dickson, who willoversee choreography for the television special starring TaraLipinski skating to music videos of Top 10 hits. The Lipinski show,which Intersport is producing and selling to advertisers, isscheduled to air on CBS on Nov. 24.
According to Klatt, the music videos still under consideration forthe show have been narrowed to around 15 songs from an original listof 50. "Let me Blow Ya Mind" and "Hit 'em Up Style" are among theprospects. Lipinski will decide which video she uses for her soloroutine.
Dickson will begin setting the choreography on the eight-personchorus of skaters who will share the stage with Lipinski a couple ofweeks before the show is taped on Nov. 3, at the Fox Valley IceArena. Klatt also has decided on Lipinski's co-stars: Rory FlackBurkhart and Scott Williams, whom the producer described as a "bit ofa hunk."
After meeting with Dickson last week, Klatt travelled to the rinkto make preliminary decisions about camera placements. Klatt saidseven camera will be used.
A camera placed in a skybox will be used for wide shots trackingthe skaters on the ice.
E-mail: llazare@suntimes.com
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