Toyota to Use Ad From Hispanic Agency for Supber Bowl

Conill Gets the Nod for Camry Spot as Saatchi Stays on the Sideline

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DETROIT ( -- Toyota Motor Sales USA's Toyota Division is taking an unusual step by using a TV commercial from its Hispanic shop, Conill Advertising, Los Angeles, for its appearance as a Super Bowl advertiser.
The Conill ad is believed to be the first Hispanic spot to appear in the Super Bowl.

First time
The ad is believed to be the first time a Hispanic spot will appear in the Super Bowl, although in previous years commercials by Anheuser Busch's Hispanic shops have come close to breaking into the rotation.

The spot, for a new hybrid engine of the next-generation Camry, is in English, but one character, the father, speaks with a Spanish accent. The execution compares the gas-battery engine to the father's ability to switch between two languages.

Use of bilingual ads is growing, on both English and Spanish-language TV, but Conill brings a rare relevance to the concept. After the father explains how the hybrid switches between gas and electric power, the son sees the parallel to his own family's experience and says, "Like you, with English and Spanish!" The father tells his son why he speaks two languages and why he bought a hybrid. He says, "I'm always thinking of your future."

Aggressive Hispanic advertising
Toyota is becoming one of the most aggressive marketers to Hispanics. For the first 11 months of 2005, Toyota's Hispanic ad spend grew by 41.6% to $57 million, according to TNS Media Intelligence, earning the company a slot among the top 10 Hispanic marketers. The commerical is part of Toyota's "Moving Forward" campaign.

The ad will appear in the game's first quarter. The Super Bowl is on Feb. 5 and will be shown on Walt Disney Co.'s ABC.

Publicis Groupe's Saatchi & Saatchi Los Angeles, is Toyota's longtime general-market agency.

Toyota said 7% of all Super Bowl viewers are Hispanic; 25% of all Hispanics 18 years old and older watch the game. Of those, 62% are male and 50% are younger than 35, which the automaker said is its key target. Toyota said the Toyota brand is No. 1 with Hispanics, with Camry the third best-selling car to that audience.

In 2005, Camry was the country's best-selling car for the fourth-straight year. The marketer said it sold 431,703 units, up 1.4% from 2004. The 2007 model will be launched in March, and the hybrid version will be available a few months later.

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