I must be honest. After working on the General Motors brand for over 4 years, I have a very strong distaste for Toyota for the obvious reasons…all over who is #1 in the U.S. I will put aside all the debate topics we used to justify Toyota’s success like the issues about the devalued yen and the high cost of retirement. With that said, the latest Camry campaign was amazing. It was produced by Conill, Toyota’s Hispanic AOR.

The Toyota Camry “Camry-ality” recently won Campaign of the Year by Voz Latina, was created by Pablo Buffagni, VP/Creative Director. “There’s an inescapable sense of voyeurism as you watch these real-life spots,” said MyM editor Nancy Ayala. “The spots say cool, uninhibited, and free. Stodgy feelings be gone.” Best Spots guest judge Galván applauded “Camryality” for “killing myths” about the Toyota Camry.

I liked the campaign for a variety of reasons. Mostly because of the spontaneity of the reactions of those filmed. I think those are things that can not be improvised and come off as very genuine. I think that with this new digital age and reality TV, we become voyeurs of life itself. This spot feeds into this new social dynamic and has a “homemade” production quality to help propagate this feeling.

I think it’s insightful and very reflective of the marketplace. I am glad to see they walked away from those “ultra dumb” spots that were synergistic with the general market (stupid there too) when the “Avanza Confiado” campaign was launched. Good job!

- Written by Miamiadguy