Toyota has unveiled a new campaign, developed using the company’s long-standing Total Toyota (T2) marketing model, to highlight the all-new, all-hybrid 2025 Camry. It comes with enhanced safety features and enhanced technology for extraordinary daily journeys.
Mike Tripp, group vice president of Toyota Marketing, said the campaign builds on the company’s long-standing reputation as the best-selling sedan in the United States for over 20 years. “Toyota is thrilled to unveil our ninth-generation Camry featuring a sleek athletic design and impressive new powertrain backed by the exceptional quality and reliability that is synonymous with the Toyota brand.”
About the marketing model, Tripp said the T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. He highlighted that the T2 agency team includes Saatchi & Saatchi, Burrell Communications Group, Conill, and Intertrend Communications, as well as Zenith Media.
Saatchi & Saatchi created two 30-second spots titled ‘Limitless Vibes’ and ‘Groove Thing’ – directed by TWIN (Josh and Jonathan Baker). Toyota says ‘Limitless Vibes’ features three friends discussing options for their evening out as their 2025 Camry multiples into three. Each Camry highlights a different vibe – from an arcade to a comedy show, to an art gallery, with the trio finally heading out for tacos; while the ‘Groove Thing’ features an all-new Camry drive who magically illuminates a downtown city street as he passes through, nodding his head to the music.
Conill Advertising came up with in ‘Clouds’, directed by Nicolas Mendez. Toyota fans cannot miss the fiery glow of the all-new Camry piercing through the early morning fog. A blast of light stirs awakens the city and the driver emerges confidently, ready to take on the day. And then there’s the ‘Trio’, created by Intertrend Communications and directed by Brendan Vaughan. It features three musical artists exploring how their vibes are amplified behind the wheel of a 2025 Camry, with each driving through the city before meeting up for at a local theatre for their musical performance.
Toyota says the Camry is now powered exclusively by the company’s fifth-generation hybrid system and a 4-cylinder engine with available all-wheel drive. It also features reimagined styling, updated infotainment software and a number of key safety improvements.
