Caught three Camry commercials that are presumably part of the inaugural Total Toyota campaign.
The Bucket List Trip appears to be targeting Whites and maybe baby boomers, as a son and father (?) drive through a predominately White version of New Orleans.
The Fix fixates on the Asian market, taking a Jackie Chan-action-adventure approach to chasing down an ice cream truck for one’s pregnant wife.
Time to Celebrate caters to Latinos, with a husband celebrating his wife’s MBA (because education is so important to Latinos!) by staging an after-hours joyride through a carnival. Oh, how those Latinos love to break the law.
It’s still totally unclear how the minority agencies collaborated with the lead White agency—Saatchi & Saatchi—to create this shit. Across the board, it looks like Whites selected the talent. The film quality is consistent, indicating a single director and/or production house may have handled everything.
Exactly how does everyone—from agencies to clients to dealers to consumers—benefit from Total Toyota? Right now, things smell like total bullshit.