Toyota Canada to break new Camry campaign during Oscars
By Adnews Staff
Toyota Canada will begin a new television campaign promoting the 2007 Camry during the broadcast of the Academy Awards on CTV on March 5. The campaign will begin with a two-minute commercial that will air only in Canada and only once, during the first commercial break of the program. The ad, called "What You Want Is What You Need," was created by Saatchi and Saatchi Canada. One 60-second and two 30-second versions of the commercial will continue to run on CTV through May. "The Academy Awards broadcast consistently ranks as the most-watched television program in Canada, making it the perfect program through which to reach potential Camry buyers," said Stephen Beatty, managing director of Toyota Canada. "Since the Oscars is a celebration of movies, it was only natural that we produce a short film of our own to introduce the all-new Camry." The release of the new commercial is part of a 15-week multimedia campaign from the automaker which is running on CTV and several other Bell Globemedia properties. The overall initiative began with teaser ads on Feb. 13. After march 20, the new commercials will go into rotation on CTV, Discovery Channel and TSN, accompanied by online elements and print advertising in the Globe and Mail. Toyota will also sponsor a website located at <http://www.ctv.ca/oscars> at which viewers can make predictions about the winners and answer trivia questions as the Academy Awards broadcast takes place. Competitors in the trivia contest can win a home theatre system.