Toyota is running “Reinvented”, a commercial featuring the Toyota Camry, launched as 60 second Youtube video and a 30 second ad during the Super Bowl XLVI game. The ad provides a humorous take on potential day-to-day experiences and items that could have been reinvented, such as a baby that never requires a diaper change, the Department of Motor Vehicles as an enjoyable place of fun and smiles, and house plants that defend against intruders by fighting crime. The premise of the spot is that good things are always better when reinvented; and in this case, they are also funnier. Viewers will be encouraged to tweet with the #Reinvented hashtag about what they’d like to see reinvented and selected tweets will be responded to in real-time with a creative depiction of their idea.
Click on the image below to play the video in YouTube (HD)
The Reinvented campaign was developed at Saatchi & Saatchi Los Angeles by executive creative directors Chris Adams and Margaret Keene, creative director John Payne, associate creative director/art director Jera Mehrdad, art directors Scott Wilson and Verner Soler, copywriters Marcin Markiewicz, Matthew Poitras, Graham McCann and Scott Model, director of integrated production Tanya LeSieur, executive broadcast/content producer Richard Bendetti, associate broadcast/content producer Dan Paquin, management supervisor Erica Baker, strategic planning director Evan Ferrari, strategic planner Skyler Wallace, media director Gwen Conley, associate interactive media director Gaurika Chadha, interactive media planner Anna Kondrashova, project manager Norma Carballo.
Editor was Kirk Baxter at Rock Paper Scissors with executive producer Carol Lynn Weaver, producer Angela Dorian, assistant editor Jeff Sharpe.
Special effects were produced at The Mill, Los Angeles, by executive producer Sue Troyan, producer Arielle Davis, production coordinator Kiana Bicoy, lead Flame artist Phil Crowe, and effects supervisor Paul O’Shea.
Music was produced at Stimmung by executive producer Ceinwyn Clark, creative director/composer Jason Johnson and sound designer Gus Koven. Audio post production was done at Lime Studios by mixer Joel Waters.
Graphics were produced at Gentleman Scholar.