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The New Toyota Camry Builds Itself

From Saatchi & Saatchi LA comes a new campaign for Toyota’s 2012 Camry. Although the Camry is a thought of as a pretty bland-looking vehicle, Saatchi & Saatchi LA ECD Chris Adams asserts in the announce that for the new model, “Toyota has made a serious upgrade in technology, safety, elegance, performance and flat out beauty.” If you’re reading your email while driving, we would hope that safety improvements were considered when the car was in development.

In addition to the above TV spot (and a one that tips a Stetson to y’all, NASCAR fans), Saatchi created an online community that depicts, in their words, the “Camry Effect.” Here, Camry drivers are asked a series of questions that create their own “effect,” with individuals’ stories published on a site that looks like a Facebook/Twitter hybrid. It also allows Toyota to break down Camry drivers’ demographics. For example, did you know that 29 percent of Camry drivers know their NASCAR trivia? Did you know that 49 percent of Camry drivers prefer rock music while 24 percent prefer hip-hop? Now you know. Watch NASCAR driver Kyle Busch take his #18 Camry for a spin below.

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