Toyota Canada begins new campaigns
By Adnews Staff
Toronto-based Toyota Canada began new advertising campaigns for the 2005 Corolla and Camry sedans this week. The national campaigns, which broke on March 28, will rotate in French and English for several months. The Corolla campaign consists of two commercials that promote the car's reliability. The first ad, called "Returns," depicts a customer service representative dealing with a series of people complaining about products that don't work properly. When she finishes work she gets in a Corolla, which the ad describes as "One thing she can count on." The second commercial, called "Dad," has four different endings that will air one at a time over the duration of the campaign. Each ad begins with a man asking his daughter about her new boyfriend. When the boyfriend arrives in a Corolla, the father expresses approval. Each ending shows a different, unexpected boyfriend getting out of the car. This ad also uses the tagline, "One thing you can count on." The Camry campaign also consists of two 30-second commercials that portray the car as a reliable family vehicle. In the first ad, called "Boyfriend," a woman and daughter discuss the woman's recent date while driving in a Camry. At the end of the ad the mother suggests that it's time for her daughter to meet her boyfriend. The second ad, called "Running Club," shows a man driving his son home after failing to make the football team. The father suggests that his son should join the running club, just as a group of young women run past the car. Both ads use the new Camry tagline, "The modern family sedan." At press time we were unable to confirm what Canadian agencies are involved in this campaign.