Toyota Camry.
One Bold Choice
Toyota’s first true total-market launch: four agencies, representing four very different parts of American culture, working one idea. I led the group. The protocols we wrote between those agencies are still in use.
"How Great I Am".
Amy Purdy
Amy Purdy embodies the idea of making one bold choice after another.
At age 19, she was diagnosed with bacterial meningitis. The subsequent infection meant both of her legs had to be amputated below the knee, she lost both kidneys, and her spleen had to be removed. She then went on to win a medal in Sochi and dance in front of millions.
Nothing can stop Amy Purdy. In this spot, we watch as she triumphs to the iconic words of Muhammad Ali.
#OneBoldChoice
When researching Super Bowl social media trends we noticed that search behavior around Super Bowl ads went up dramatically the week prior to Super Bowl.
Our plan was to release this spot during the week prior, giving our fans something to digest, and kept our second spot secret, so that we’d still have a surprise for the audience on Super Bowl day.
On game day we focused on Dads and the bold choices they make. Our connection between Amy and the second spot was Amy’s Dad, Stef Purdy. To save her life, her dad had to make some life changing decisions. Stef has been there for her, even through her toughest trials. He was there when doctors fitted her for her prosthetics. He was there when she needed one of his kidneys. He’s always been more than a father to her. He’s been her dad.
Online Content. "Amy's Dad"
Fathers vs Dads.
A Bold Choice.
Staying with the Camry theme of bold choices we focused on a group of largely unrecognized people who make bold choices every day. Dads.
Almost every man can be a father, biologically.
But it's a bold choice to be a dad. A choice that will make a wonderful human being who will make their own choices someday.
Social Experiment.
Online content.
In the week prior to Super Bowl game day we released the following social experiment:
"To be a Dad"
Preparing for game day we requested people tweet pictures and stories about their own Dads, using #OneBoldChoice.
"Surprise & delight"
One Bold ChoiceLeads to Another.
The Bold new Camry launch.
With its sassy styling, the Camry embodies making bold choices.
And it follows that when you make just one bold choice,
this will lead to another.
And another.
Making bold choices can manifest itself in big and small ways, depending on the person you are.
This launch resulted resulted in Camry being the top selling car model in 2015, totalling $259M (+40% YOY increase).
Social & Digital
Ever wonder what it’s like to drive through a ring of fire? See where Rhett and Link's #OneBoldChoice in the 2015 #Camry can take you.
Bold Surprise was a social media-led campaign production which saw us invite two successful YouTube stars named Rhett & Link to test drive “the bold new Camry". The rub is that they had no idea what choices they’d be faced with.
"Rhett and Link's Bold Surprise"
Bold mobile Experience
TV Bold Choices
This launch resulted in Camry being the top selling car model in 2015, totalling $259M (+40% YOY increase).
Wish Bold
With its performance and striking hood lines this Camry gives you the audacity to wish bold things.
And nothing can stand in the way of a Bold Wish not even traffic on your morning commute.
(Song by El Chuape).
Presidential Escort was conceived as part of a larger campaign - a collaboration between four Toyota agencies: (Saatchi and Saatchi; Conill; Burrell and InterTrend), of which I was the lead creative director for the group.
Saatchi and Conill (Hispanic agency) shared a common idea, and subsequently the production, of an additional spot: “Monaco” - a story of two brothers, rivals since they were kids, who run a race that changes their lives.
Results ⟶
Best-selling car model in America, 2015 — $259 million, up 40% year on year (Nissan Altima finished second: $249 million, up 4%) 48 million unique people reached in under 24 hours Highest USA Today Ad Meter placing in Toyota’s history My Bold Dad drove a 23% lift in conversation volume across 460 earned mentions Father’s Day film: 46 million Facebook impressions — the two-minute cut was 10× more effective at driving earned reach A one-day monument on Santa Monica Pier, no paid media: 2,057,544 impressions Media buy guaranteed 54.2 TRPs. Nielsen measured over 61 — roughly $250,000 of value we weren’t charged for.