Toyota Kentucky Connections Camry Effect
Toyota ran two television commercials, “Kentucky” and “Connections,” during the 2012 Super Bowl, designed to convey the simple elegance and reliability behind the Camry and those who make them. “Kentucky” is filmed documentary style with real people to convey that the people and parts behind creating Camrys make them as sound a choice as residing in the enduring small town of Georgetown, Kentucky. “Connections” uses lifestyle vignettes to convey how the Camry instills trust and loyalty among generations of drivers.
“Kentucky” features the voice of Sean Cooley, who each day travels an hour to and from work at the Toyota plant in Georgetown, Kentucky. “‘Kentucky’ was originally created and concepted as a means to message the Shazam car giveaway tied to our ‘Connections’ Super Bowl commercial,” explains Saatchi’s Matthew Curry, Associate Creative Director/Writer. “But as the words and picture melded together, it was clear we had something really special. Something that could stand alone as a set-up for our ‘Connections’ spot. The Camry story starts in ‘Kentucky,’ then becomes part of people’s moments and memories as you see in ‘Connections.'” Click on the image below to play the Kentucky video in YouTube
The “Connections” commercial begins with a small Shazam logo and a message that “You could win a Camry,” ensuring everyone knows this is the spot where you want to “shoosh” the bar so you can Shazam for a new car. The spot features a mix of actors and real people, and was filmed in Southern California, in Carlsbad, Joshua Tree and San Bernadino National Forest. Click on the image below to play the Connections video in YouTube
THe Camry Effect ads were developed at Saatchi & Saatchi LA Los Angeles, by creative directors Margaret Keene, Chris Adams, Andrew LeMasurier, producer Sara Siebert, account director Drew Corpman.
Post production and visual effects were produced at The Mill, Los Angeles, by executive producer Sue Troyan, VFX producer Enca Kaul, 2D lead artists Tim Bird, 2D artists Pete Hodsman and Remedy Huyhn and production coordinator Kiana Bicoy.