Agency: Saatchi & Saatchi
Client: Toyota
AD: 🙋♀️
CW: Donna Ko
ACDs: Art Boonklan and Laurie Scott
CDs: Robyn Stern and Jake Mikosh
Jr. Team: Jimmy Warshawsky and Ashley Lopez
Producer: Erica Taylor
Director: Mia Barnes
The Challenge
The Toyota Camry is the most popular car of all-time. It’s also, unfortunately, the most boring car of all-time. But the 2025 Camry is different. It’s more powerful, stylish, agile, and fuel-efficient than ever before.
So how do we turn a vehicle the public thinks is completely ordinary… into something extraordinary?
The Solution
We make it a vibe. We positioned Camry around lifestyle values, connecting car features to how the car supports your vibe, whatever that may be.
My Role
I was involved from concept ideation through production execution. I helped develop the strategic positioning, and the visual language that brought the VIBE concept to life, and art directed the production, on set and through editing.
The Outcome
The campaign reached 653MM impressions and lifted consumer opinion by 10% among the 20-39 target demographic. The :15s spots lifted Camry opinion by 12-18%, while one of the :06s spots (All Night Long) achieved a 27% lift—the highest-performing creative. The campaign successfully repositioned Camry from "safe and boring" to a lifestyle brand across TV, digital and social.
The team’s fave cut, that will never see the light, for obvious reasons..
These Unreal Engine :6s spots, are so much a Vibe themselves, they don’t need Vibe headlines.
Vibes continue on social
Click on the video to view it with Sound
Click on the video to view it with Sound
We asked Madilyn Bailey to compose a song using comments about 2025 Camry.
That’s a vibe!
Wouldn’t it be a vibe to bring Camry to the water?
This giant floating pool cruiser, inspired by the Camry NASCAR, was our plan to own the summer. Unfortunately, Toyota's legal sank this float.
Legend has it that the float ghost has been hunting the fanciest pools in LA, and Saatchi’s creative team dreams.
