Toyota will begin the advertising launch of the 2007 Camry, during the 2006 Super Bowl. The spot features a Hispanic father and his son driving in their new Camry Hybrid. Though the father speaks English, a Spanish accent is detectable. The son, however, speaks perfect English with no trace of an accent. The father explains how the new hybrid can switch back and forth between gas and electric power. His son immediately relates his family’s experience to the vehicle and says, “Like you, with English and Spanish!” The father tells his son why he speaks two languages and why he bought a hybrid. He says, “I’m always thinking of your future.” Will this ad work? Post your thoughts in our comment section…
“The Camry Hybrid ad represents people moving forward in their lives and creating a positive future for themselves and their families,” says Jim Farley, Toyota Motor Sales vice president of marketing. “We’re using a unique fusion of language and culture to introduce our new Camry Hybrid.”
This is the first time Toyota has developed a bicultural, bilingual ad. With Spanish and English dialogue, the hybrid ad builds awareness with story-telling and heart-felt sentiment that will resonate across cultures.
The ad targets all Super Bowl viewers, with a special nod to Hispanic viewers, who represent a vital Toyota demographic. Since May 2004, Toyota has ranked number one in the Hispanic market. The Camry is the third best-selling car in the Hispanic market.
Of all Super Bowl viewers, seven percent are Hispanic. Twenty-five
percent of all Hispanics eighteen and over watch the Super Bowl. Sixty-two
percent of those viewers are men and fifty percent are under 35, representing Toyota’s key target audiences. According to Nielsen, the No. 2 prime-time show Hispanics watch is “Monday Night Football.”
