Sonria, Usted Esta en Camry-Ality!

Toyota Motor Sales (TMS), U.S.A., Inc., announced a new Hispanic advertising campaign debuting July 31 for the 2007 Toyota Camry that is part “Candid Camera” and part reality TV.

Dubbed “Camry-Ality,” the campaign uses hidden cameras to catch passenger reactions to the new Camry. Only the driver knows about the cameras and asks friends for their reaction. Comments and video footage from the subsequent conversations are then used in the spots. The commercials are in Spanish with some spontaneous lines in English, which will be subtitled into Spanish. The campaign will air on Telemundo, Univision, Telefutura, Fox Sports Español and Galavision.

“The best way to reach a Hispanic audience is in their own language and in their own words, with all the richness and nuances a non-scripted dialogue provides,” said Jim Farley, TMS vice president of marketing. “These are real conversations with genuine reactions.”

No actors are used in the commercials. “Drivers” were culled from nearly 2,000 people who were approached and asked if they were interested in appearing in a commercial, hundreds of whom were later invited to ascreen test. Drivers in turn invited friends for a ride in their car.

Drivers provided one of three scenarios for their passengers — that they were taking a test drive prior to a possible purchase, that the car had just been purchased or that it was a new company car on loan.

Participants were selected representing various Hispanic backgrounds and cultures including Mexico, Latin and South America and the Caribbean. Conill Advertising is responsible for the campaign and has developed seven 30-second spots from more than 100 hours of footage under the direction of Massimo Martinotti. As many as eleven cameras were placed inside and outside the Camry and in chase vehicles. Six cameras were hiddeninside the Camry, two external cameras were rigged on a motorcycle and a van that followed the car on the road, and two additional cameras were rigged in one bag and one backpack to film the passenger pick-up and arrival at the destination of the Camry in every situation.

The commercials, a video highlighting the making of the campaign, and moments of candid camera reveal, will be featured at the Toyota.com/espanolwebsite when the campaign launches.

“A project like this requires an incredible amount of preparation,” said Pablo Buffagni, Conill vice president and creative director. “When you shoot a traditional TV spot everything is under the control of the director. You can do 20 takes and get everything perfect. But we believe there is no stronger message than having consumers speak in an honest and natural manner.”