While some companies are waiting until Sunday to debut their Super Bowl ads, Toyota is offering consumers a sneak peek of its entire Super Bowl commercial on Toyota.com and Toyota.com/espanol. The ad also is available as an iPod download.
Toyota’s Super Bowl ad features a "hybrid" approach with English and Spanish to demonstrate the Camry Hybrid’s use of gas and electricity. The ad features a Hispanic father and son driving in their new Camry Hybrid. The father explains that he bought a hybrid for the same reason he speaks two languages — for the boy’s future.
"We’ve had tremendous response to the initial publicity about the spot and decided to go ahead and make it available in advance of the game," said Jim Farley, Toyota vice president of marketing. "We think it does a good job of conveying the cross cultural message that parents act to improve their children’s future. At the same time it briefly explains how the Camry Hybrid works and highlights its benefits."
The ad, which will run in the first quarter of the Super Bowl, was developed by Conill, Toyota’s Hispanic advertising agency, and is Toyota’s first bilingual, bi-cultural ad. It will also be the first ad to run for the all-new 2007 Camry.
Toyota is the top automaker among Hispanics and Camry is the third-best-selling car among Hispanics. Twenty-five percent of Hispanics 18 and over watch the Super Bowl.