Dive Brief:
- Toyota is highlighting the all-hybrid 2025 Camry with a new campaign, entitled "It's a Vibe," per a press release. The effort was developed through the automaker's Total Toyota (T2) marketing model that unites mainstream and multicultural ads.
- Saatchi & Saatchi created two 30-second broadcast spots, "Limitless Vibes" and "Groove Thing;" Intertrend Communications showcased musicians in "Trio," and Burrell Communications Group created "My Block." Conill Advertising created "Clouds," digital spots "Wind" and "Flower," and a social media campaign that turns a car review into a music video by Latino musician Alejo.
- The campaign will span digital content, digital video, experiential, linear TV, paid social, programmatic and streaming audio, with spots running during high-profile sports and paid social across Meta, Pinterest, Snapchat, TikTok and Reddit.
Dive Insight:
Toyota is promoting the all-hybrid Camry — the best-selling sedan in the U.S. for over 20 years, per release details — with a fully integrated campaign that looks to showcase the car's style and features with a cultural play that leans into youthful slang around "vibes."
The campaign is Toyota's latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing from a team that includes Saatchi & Saatchi, Burrell Communications Group, Conill, and Intertrend Communications, with Zenith Media placing TV and outdoor media buys. Launched in 2014, T2 allows the automaker to present a unified marketing message, no matter the intended audience.
Saatchi & Saatchi's 30-second spots are directed by TWIN, the duo of Josh and Jonathan Baker, and revolve around music and culture. "Limitless Vibes," soundtracked by the Ramones' "Do You Wanna Dance?," sees one Camry cloned into three as friends head to an arcade, comedy show, art gallery and taco stand, while "Groove Thing" sees the skyline lit up like an audio equalizer.
Black-owned agency Burrell Communications Group's "My Block" was directed by Bruce St. Clair, while Asian-American-focused agency Intertrend Communications' spot "Trio," directed by Brendan Vaughan, showcases musicians meeting up at a local theater. Conill Advertising, which focuses on the Hispanic market, created "Clouds," directed by Nicolás Méndez, and two 15-second digital spots that focus on the Camry's features.
For a social media effort, Conill tapped Puerto Rican urbano musician Alejo to adapt an original song exclusively for Toyota, turning a traditional vehicle review into a music video that boasts, "Tiene un no sé qué," roughly translated as, "it has an I-don't-know-what" quality. Clips of the video will appear on Toyota Latino Facebook and Instagram accounts.
The "It's a Vibe" campaign will run across a variety of channels. Spots will run during high-profile prime-time and sports programming, including United States men's national soccer team and UEFA soccer and WNBA regular season and playoffs. Digital content and video partners include Hulu, iHeart, Remezcla, Spotify, YouTube and more, with additional partnerships with Discovery+, Hulu and others.
Toyota last year utilized the T2 model to showcase its Grand Highlander SUV. The automaker this year launched a campaign centered around the NFL draft that featured San Francisco 49ers quarterback Brock Purdy and promoted the 2025 Toyota Crown Signia.
