Toyota has launched its latest marketing campaign, “It’s a Vibe,” to introduce the all-new 2025 Camry, a hybrid sedan that combines power, fuel efficiency, and cutting-edge design.
This next-generation Camry features an athletic exterior, a redesigned interior, and a hybrid powertrain, making daily drives extraordinary.
The fully integrated Camry campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi, Burrell Communications Group, Conill, and Intertrend Communications, with Zenith Media placing TV and outdoor media buys.
The campaign showcases a unified style across the T2 agency creative, which is highlighted below:
In the spot titled “My Block,” created by Burrell Communications Group, viewers see an all-new Camry turn down a bustling city block and the vibe shifts entering a magical moment that reveals passionate looks of admiration for the Camry, equally deserved by its driver. The spots were directed by Bruce St. Clair. Watch below:
Intertrend Communications’ spot “Trio,” directed by Brendan Vaughan, showcases three unique musical artists exploring how their own vibes are amplified behind the wheel of a 2025 Camry. They each drive through city streets before meeting up for their musical performances at a local theatre.
In “Clouds,” created by Conill Advertising and directed by Nicolás Méndez, viewers witness the fiery glow of the all-new Camry piercing through the early morning fog. The blast of light transforms the landscape and stirs the city awake, culminating in the driver emerging confidently, ready to take on the day. Additionally, two digital spots, “Wind” and “Flower,” accentuate the Camry’s racing-inspired features, showcasing its (available) new panoramic moonroof.
For the social media campaign, Conill commissioned an adaptation of an original song exclusively for Toyota, performed by rising Latino music artist Alejo, transforming a typical car review into a melodic masterpiece. This concept merges the allure of the all-new Camry with a captivating rhythm, offering viewers a fresh and engaging way to experience the vehicle. Experience the full video here, with clips appearing on Toyota Latino Facebook and Instagram.
Saatchi & Saatchi created two 30-second broadcast spots titled “Limitless Vibes” and “Groove Thing,” directed by TWIN (duo Josh and Jonathan Baker). In “Limitless Vibes,” three friends discuss options for their evening out as their 2025 Camry multiplies into three to the Ramones’ Do You Wanna Dance? Each Camry goes for a different “vibe”- from an arcade to a comedy show to an art gallery, with the trio finally heading out for tacos.
REELated:
“Building on its long-standing reputation as the best-selling sedan in the U.S. for over 20 years, this campaign highlights the all-new, all-hybrid 2025 Camry,” said Mike Tripp, group vice president of Toyota Marketing. “Toyota is thrilled to unveil our ninth-generation Camry featuring a sleek athletic design and impressive new powertrain backed by the exceptional quality and reliability that is synonymous with the Toyota brand.”
The campaign spans digital content, video, experiential, linear TV, paid social, programmatic, and streaming audio. High-profile placements include BET, BOUNCE TV, USMNT, Liga MX, OWN, UEFA, and WNBA, among others.
Digital partnerships include Admazing, Hulu, Spotify, YouTube, and more. Special programming and partnerships cover events like the BET Awards, Billboard Latin Music Awards, and Hulu Original Movies. Paid social media extends across Meta, Pinterest, Snapchat, TikTok, and Reddit.
CREDITS:
BRAND: Toyota Motor Sales USA, Inc.
- Group Vice President: Michael Tripp
- Vice President: Joseph Moses
- General Manager: Michael Moore
- Senior Manager: Ben Haushalter
- Manager: Heather Willis
- Senior Planner: Chad Deschenes
- Planner: Christin Brodie
- Planner: Blake Williams
AGENCY: Saatchi & Saatchi, El Segundo, CA
- Chief Creative Officer: Jason Schragger
- Executive Creative Director: John Payne
- Creative Director: Robyn Stern
- ACD Art Director, Limitless Vibes: Andrew Reizuch
- ACD Copywriter, Limitless Vibes: Scott Ellman
- Senior Art Director, Groove Thing: Stephanie Torres
- Senior Copywriter, Groove Thing: Rachel McKaySteele
- Head of Production: Doğan Dattilo
- Director of Content Production: Pamela Parsons
- Executive Content Producer: Lucy Herzog
- Associate Producer: Hannah Deren
- Senior Post Producer: Milan Del Nero
- Senior Music Supervisor: Jarred Causly
- Junior Music Supervisor: Tanisha Edwards
- Managing Director: Al Reid
- Management Director: Erica Baker
- Senior Client Partner: Nicole Timerson
- Client Partner: Carissa Conteh
- Client Partnership Supervisor: Madison Scott
- Client Partnership Manager: Kennedy Eaker
- Client Partnership Assistant Manager: Paige Gonterman
- Client Partnership Coordinator: Ashley Pena
- Client Operations Lead: Tracy Yagi
- Client Operations Manager: Daniel Santiago
- Chief Strategy Officer: Mark Turner
- Group Planning Director: Kathleen Kindle
- Strategy Planning Director: Amaya D’Amico
- Senior Strategist: Kayla Griffis
- Senior Strategic Planner: Riley Plisek
- Product Partnership Supervisor, Product Information: Mauricio Ochoa
- Product Information Specialist: Johnson He
- Associate Product Specialist: Rey Reymundo
- Executive Communications Director: Tom Scott
- Group Media Director: Breanne Carpenter
- Media Director: Tony Shan
- Associate Media Director: Monique Bloom
- Group Director, Public Relations/Earned Media: Jana Hartline
- Director, Public Relations: Kimberly Harms
- Director, Earned Media: Emi Fitzgerald
- Director, Broadcast Traffic: Nadzyah Guillermo
- Director, Business Affairs: Linda Daubson
- Senior Business Affairs Manager: Mimi Hirsch
- Business Affairs Manager: Zaki Hashem
PRODUCTION COMPANY: Rakish
- Director: TWIN
- Managing Director: Preston Garrett
- Executive Producer: Gabe Reiter
- Head of Production: Heather Weinstock
- Line Producer: Kelly Christensen
- Director of Photography: MacGregor
EDIT: Cabin Editing Company
- Managing Director / EP: Adam Becht
- Executive Producer: Britt Carson
- Director of Production: Liz Lydecker
- Producer: Alex Hooker
- Editor: Scott Butzer
- Assistant Editor: Sidney Williams
- Studio Coordinator: [Position Unfilled]
COLOR: Trafik
- Sr. Colorist: Mark Gethin
- Assistant Colorist: Taylor Pool
- Head of Production: Greer Bratschie
- Producer: Meagen Carroll
FINISHING / VFX: Framestore
- VFX Supervisor: Michael Ralla
- Creative Directors: Michael Ralla, James Rogers
- Compositing Supervisor: Carlos Adarraga Gomez
- CG Supervisor: Andrew Romatz
- Layout Supervisor: Sean Dollins
- CG Layout: Rebecca Teichner
- Asset Lead: Marco Amador
- CG Generalist: Alexander Temirov, Ben Falloon, Kaho Horiuchi, Subin Chae
- CG Animation: Marco Marenghi
- CG Rigging: Meghan Pangiochi
- CG FX: Aidan Merryman
- Nuke Compositors: Carlos Adarraga Gomez, Chanwut Loakhajorn, Jesus Yapor, Paul Krist, Vasco Cerqueira, Yachan Yuan
- DMP Artist: Steven Messing
- Finishing: Carlos Adarraga Gomez, Glenn Teel, Amanda Harris
- VFX Editors: Jacob Sadowsky, Dustin Indrebo
- Executive Producer: Pete King
- Producer: Valia Brinck
- Production Coordinator: Jackie Wingo
AUDIO: Lime Studios
- Mixer: Joel Waters
- Asst Audio Mixer: Kris Huayta
- Executive Producer: Susie Boyajan
- Producer: Cassie Underwood
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