B.B. King & a Bridal Breakout in Saatchi LA's Bold Toyota Campaign

To draw awareness to the bold redesign of America’s top selling car, Toyota has just launched a new ad campaign for the company’s 2015 edition of the Camry. The new campaign titled “One Bold Choice Leads to Another” was created by Toyota’s agency of record Saatchi & Saatchi Los Angeles.

Consumer research uncovered insights about Generation X, one of the target demographics for the campaign, and found they continually like to be perceived as individuals who stand out. In order to capture the boldness of the Camry’s new redesign for consumers, the campaign storylines reflect unexpected and emotional thrills found in life.

The resulting campaign message centers on a pivotal idea - that one bold choice leads to another and that the new Camry can inspire people to live more expansively by taking them places they’ve never been before.

Each broadcast spot brings a new energy and fresh perspective about what the Camry really represents to people and communicates a spirit of imagination and zest for life. B.B. King stars in one spot titled “Guitar” where a woman hits the jackpot in a storage auction leading her to meet the blues legend himself. In another, a young man bravely doesn’t keep his peace at a wedding and snags his dream girl as a result. A third, “Bucket List” tells the story of a man who takes an unexpected trip with someone he hasn’t spent time with in far too long.

The campaign includes TV, programmatic, experiential components and digital assets such as a tablet ad connected to Google maps, which allows users to see the bold new Camry in unexpected places, including your own personal destination of choice.

The campaign is the first launch initiative under the Total Toyota (T2) model, a total market model that created a more cohesive marketing approach. All of the T2 agencies (Saatchi & Saatchi Los Angeles, Burrell Communications, Conill, InterTrend Communications and Zenith) came together under Saatchi LA’s leadership to arrive at a core idea for the campaign.