Absent from the Super Bowl ad scene for three years, Toyota returns this weekend with a pair of 30-second spots that appropriately embrace the theme of "reinvention." Images of Toyota Motor Corp.'s best-selling Camry model bookend one of the spots, which cleverly integrates bits about friendly house plants and a Department of Motor Vehicles that offers minigolf and free ice cream while customers wait ... and wait. The ad was created by Toyota 's agency of record, Saatchi & Saatchi, Los Angeles, and will be broadcast during the third quarter of the game.
"'Reinvention' is a powerful idea, and one we took to heart when we redesigned America's most popular car with the launch of the 2012 Camry and elevated it above the competition," said Bill Fay, group VP-marketing at Toyota Motor Sales U.S.A. in a statement. "The Super Bowl provides a forum to really drive home the reinvention message of the seventh-generation Camry, using humor to resonate with the American public." The company passed on the event last year as it focused on rebuilding its image and coped with production shortages.