Wednesday, August 30, 2006


Publicis Mojo, Sydney has created an integrated marketing campaign to launch the new Toyota Camry. The campaign features a 1 x 15 second TVC for the pre-launch and 3 x 30 second and 4 x 15 second TVCs for the launch, as well as covering press, print, outdoor, and direct media.
The launch concept is derived from the Toyota Camry's intuitive technology, which allows the Camry to assess driving conditions and react to them, literally reading the road. This idea was expressed visually as a world made up out of three-dimensional words, each word taking on the characteristics of the object it represents. Metallic word cars weave through the city streets, dwarfed by towering word buildings. Word clouds form above the city and word leaves and twirl to the tarmac. And all the while the Toyota Camry glides effortlessly through the maze of words.

Regional ECD: Darren Spiller
Copywriters: Steve Jackson, Alex Derwin and Mike Burdick
Head of Art: Simon Cox
Art Director: Russell Heubach
Agency Producer: Nigel Kenneally
Directors: Jonathan Notaro and Jens Gehlhaar
Production Company: Brand New School New York
Post Production: Brand New School New York
Animation Directors: Jonathan Notaro and Dickson Chow
Print Production: Greg Tearne
Photographer: Ian Butterworth
Art Buyer: Alison Dunlop
Account Team: Susan Coghill and Amanda Wheeler
15 Second TVC 3D Animation: Fire Horse Studio (Scotty Wilcox)


Anonymous Anonymous said...

Yeah I've seen one of these on the telly. Now answer me this: if it "reads the road", how come it's all the other things that are words? An absolute waste of however many millions it cost, on a promise which at its core is good enough to deserve much better.

8:59 AM  
Anonymous Anonymous said...

Seen it on tv. Wish i didn't.
Badly executed crap with a line that doesn't make sense with the visuals (Shouldn't the line be 'reads the world'?)

The only good thing about this campaign is the promo.

9:34 AM  
Anonymous Anonymous said...

I've seen it too and agree.Also,i might add that if you are going to attempt to pull off an idea that relies so heavily on post better pull it off .

9:39 AM  
Anonymous Anonymous said...

doesn't it look remarkably like the child music video from about 6 years ago, or the vodafone thing done by the same guys about 5 years ago?

9:41 AM  
Anonymous Anonymous said...


9:45 AM  
Anonymous Anonymous said...

Crap idea, shit direction. "I know, we'll put the Ramones, that'll make it cool again".
It's so bad, its probably just the thing to appeal to a potential Camry driver.

9:46 AM  
Anonymous Anonymous said...

What a waste of money, time and TV viewer's attention. I'm even wasting my time here talking about this garbage. You can't polish a turd Darren; you should know better.

9:58 AM  
Anonymous Anonymous said...

I saw it on TV last night whilst receiving a rather lovely headjob on my sofa.

And I can say with absolute certainty which of the two I'd rather see again.

10:02 AM  
Anonymous Anonymous said...

Umm....shit....can't find anything positive to say.

Here's something....

I really, really like the traffic cops moustache.

Well done guys.

10:14 AM  
Anonymous Anonymous said...

Funny, I was driving to work this morning and I saw the words "BOLLOX"

10:51 AM  
Anonymous Anonymous said...

Can't believe three copywriters wanted to put their names to this poo.

11:00 AM  
Anonymous Anonymous said...

Spread the blame, 11:00AM?

11:25 AM  
Anonymous Anonymous said...

And of course they had to go all the way to New York to do the post.

Business class all the way.

11:29 AM  
Anonymous Anonymous said...

The Ramones were good between 1976 and 1978. That track was actually a Joey Ramone solo effort from shortly before he died, 23 years after the band's heyday.

The ad goes downhill from there, but is it really worse than any other Australian car ads running at the moment?

11:31 AM  
Anonymous Anonymous said...

Unfortunately it's just as bad.

The UK is now about twenty years ahead of us when it comes to car ads.

A clever, stolen 'technique' doesn't disguise that it's just another silver sheet metal Aussie car ad.

No better, no worse. Just another half million down the pan.

12:02 PM  
Anonymous Anonymous said...


In "value for money" terms, yes it's a great deal worse.

12:03 PM  
Anonymous Anonymous said...

11.31, here's some food for thought...

12:09 PM  
Anonymous Anonymous said...

Junior bollocks talking shit.It aint that bad, I think the song its pretty catchy. I like the approach. Good job.

12:25 PM  
Anonymous Anonymous said...

I have admit, I don't think it's all that bad either. Spent six years working on Toyota overseas and let me tell you, getting them to do anything remotely decent was a constant crap fight.

Thought the 3D looked better in some places then others.

1:07 PM  
Anonymous Anonymous said...

There are worse campaigns on air. A LOT WORSE!!!

1:20 PM  
Anonymous Anonymous said...

I caught one of the press execution in the paper on the weekend and I actually stopped to read it.

Well written and beautifully crafted. Nice Job.

1:30 PM  
Anonymous Anonymous said...

isn't nick worthington the regional ECD?

1:40 PM  
Anonymous Anonymous said...

Is 12.25 actually Marsha Hines on Australian Idol?

1:48 PM  
Anonymous Anonymous said...

Back to work, 12:25PM. You've still got the Corolla brief to crack.

2:07 PM  
Anonymous Anonymous said...

Thanks 12:09pm. That guy's collection of Aussie ads from the 70's and 80's is fantastic. I particularly liked this Solo Man ad

2:28 PM  
Anonymous Anonymous said...

Mojo do the Camry 'traffic cones' shite
Saatchi's do the Camry 'Knives' spot
Mojo create another overblown piece of shit camry spot

Over to you Nobby.

3:23 PM  
Anonymous Anonymous said...

Here's a bit of Ramones news for fans.

The fantastic Ramones 'Alive' (recorded December 31, 1977 show in London, which Johnny Ramone called the best show they ever played), was actually filmed.

Unfortuately, the guy who filmed it suffered a bitter divorce soon after the film was developed etc.

As part of the settlement, the wife got the uncut film. It had been sitting in the attic of this chick's house for years. Then last year, the film managed to find its way back into the hands of the guy who filmed it.

So the guy called in Tommy Ramone and Henry Rollins to help paste the movie together.

A few weeks back the movie premiered at the Hollywood Forever Cemetary, with 25 of the 28 songs still in working order.

3:27 PM  
Anonymous Anonymous said...

thanks Jello,

but can you fuck off back to cambodia please!??!!!

4:13 PM  
Anonymous Anonymous said...

He's probably too drunk to fuck off.

5:07 PM  
Anonymous Anonymous said...

I think the new "read the proposition" campaign is really cool and sexy.
For a start, it doesn't patronise the audience, but rather challenges their vocabularly by asking them to read tough words like "lake" and "tree" really, really fast. It certainly "cut through my clutter"! Tip of the hat to you Ray, and all you crazy jumpers at Oddfellows!!!! What a feeling.

6:01 PM  
Anonymous Anonymous said...

Doesn't Steve Jackson work here at Saatchi's?
What does he have to do with this ad?

We need answers.

9:37 PM  
Blogger Steve Dodds said...

Jeez, tough audience.

I agree there is a slight logic problem with an endline that says 'Read the road' when none of the words are on the road. Perhaps 'Read your surroundings' was a bit clunky.

But come on. How is the idea behind this any worse (or better) than something like the ugly mortgage stuff that the Glue Boys did and which everyone swooned over?

Both take a common cliche and make it visually real.

The video I saw on YouTube is too crappy to say much about the execution, but it looked OK.

I don't get the anger. It is a big expensive ad created and produced in Australia (OK the NY post is a wank, but nice trip Coxie). It has a legitimate idea. It has a budget. It is mainstream.

Do you guys understand how rare that is these days compared to 10, 15 or 20 years ago?

Do you understand that the reason so many of you are having problems finding an opening in the business is because these kinds of ads aren't being made here any more so we no longer need the 10 team creative departments?

Four guys I've never heard of and one I've worked with got a big expensive ad through Toyota with most of the idea intact.

Hats off.

I would bet most of you would put it on your reel. You should, because when you try your luck OS, this is exactly what opens doors.

Cheers to all.


9:40 PM  
Anonymous Anonymous said...

i think that the spots show a greeat sense of type which is something that is lost in a lot of today's commercials. Everything is made to be "pretty" or something that flourishes and has no grounding in concept. I've rarely seen commercials that don't have issues on some level conceptually. Most of these comments seem to just be biting reactions and not construtive critiques of the work.

I personnally like the spots and feel they are more intersting over repeated viewings.

4:19 AM  
Anonymous Anonymous said...

check this out from 1995

9:10 AM  
Anonymous Anonymous said...

come on...that was in 95, this is over 10 years later. Way to spot the opportunity I say. Coming up with an original ideas is hard work. Good on ya lads!

10:40 AM  
Anonymous Anonymous said...

Doddsy you're a legend. And you're absolutely right.

10:59 AM  
Anonymous Anonymous said...

Brand new school in new ork. mmm. next time don't go with the too cool for school guys, they fucked it up. we worked with them once and they look cooler than they are.

11:20 AM  
Anonymous Anonymous said...

It's not all that bad, in fact, there were a few moments that actually surprised me. Sorry kids. Now get off your high horse - and your parents Mac and work harder on getting a job!

11:24 AM  
Anonymous Anonymous said...


I don't think there is a creative in the world that doesn't know this film clip or the Vodaphone ad from the UK that did an exact replica of it! What's your point? If that's what you call the same idea you must be the most original creative on the planet and we should all be in awe of you...

11:28 AM  
Anonymous Anonymous said...

I couldn't agree with 11:20 more. Brand New School totally fucked what could have been / should have been a great campaign. We worked with them last year and it was worst idea I had in 9 years. Sorry Mojo Boys.

12:48 PM  
Anonymous Anonymous said...

No probs 2:28pm. Type in 'Paul Hogan' and you'll get some crackers as well...

2:01 PM  
Anonymous Anonymous said...

we demand answers.

3:26 PM  
Anonymous Anonymous said...

Don't ever interupt Australian Idol with this crap ad again!

12:31 PM  

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