LOS ANGELES -- Toyota Division will launch the redesigned 2007 Camry sedan with a Super Bowl commercial that features actors speaking in English and Spanish.
The commercial pitches the Camry's optional hybrid powertrain.
In the commercial, a Hispanic father and son are riding in the Camry. The father explains -- in accented English with occasional lapses into Spanish -- how the gasoline-electric hybrid system works.
The son responds, in accent-free English, that the car's switching between gasoline and electric power is like how his father switches between Spanish and English.
The father's spoken Spanish words are ones that even a non-Spanish speaker can easily comprehend, said Toyota spokeswoman Nancy Hubbell. The commercial has no subtitles.
Although Toyota has been the best-selling nameplate among Hispanics since mid-2004, the company says in a release, it seeks to increase its market penetration. The Camry may be America's best-selling car, but it is the third best-selling car among Hispanics.
The company says that of all Super Bowl viewers, 7 percent are Hispanic. But more importantly, 25 percent of all Hispanics 18 and older watch the Super Bowl.
The commercial was created by Conill, Toyota's Hispanic advertising agency.
Unlike last year, when Toyota swooped in and bought a Super Bowl time slot that was available because of a cancellation, this year Toyota meant to advertise from the outset, Hubbell said.
The redesigned Camry goes on sale in March.
The hybrid version arrives this summer.
You may e-mail Mark Rechtin at [email protected]