Toyota launches next phase of its integrated Hybrid Camry campaign via Oddfellows, Sydney
Toyota is launching the next phase in its campaign for Hybrid Camry, the first Australian built petrol electric hybrid. Produced by Oddfellows, Sydney, the campaign consists of television, print and an extensive online banner campaign.
Thecampaign focuses on the impressive performance and technologicalbenefits of the Hybrid Camry, whilst dispelling some of themisconceptions that surround hybrid technology.
Says Scott Thompson,Corporate Manager National Advertising, at Toyota Motor CorporationAustralia: “This campaign communicates some of the remarkableattributes of the Hybrid Camry, including its power, technology levels,comfort, reliability and low service costs. Through this campaign we’rechallenging consumers to “experience the future of driving today.”
TVCCredits: Oddfellows: Executive Creative Director – Wayne Maloney;Creative Director — Mark Sheridan; Agency Producer – Carolyn Thomas;Account Director — Nadine Fine. Media agency: TMS. Production: RotorStudios.
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Says Scott Thompson, Corporate Manager National Advertising, at Toyota Motor Corporation Australia:
“This campaign communicates some of the remarkable attributes of the Hybrid Camry, including its power, technology levels, comfort, reliability and low service costs.
Intermittent wipers,
airbags,
any colour you like,
fluffy dice,
kitchen sink.
Winding road. Check.
End to end vo. Check.
Shot of car overtaking big truck. Check.
Space age dashboard. Check.
No creativity. Check.
Big fat cheque. Check.
Hats off to Oddfellows. They’re probably coining it in and have a completely stress free relationship with a notoriously difficult client.
Meanwhile, the rest of us are killing ourselves trying turn out something half decent for clients who couldn’t give a fuck what the agency thinks.
Ok, I’m not sure you can strictly call this advertising, certainly not creative advertising anyway. But it’s 30 seconds long and goes on tv.
If I were to ever start my own shop, I think Oddfellows would be my model.
Kerching!
4.40 – they are the only agency I know (and I work with all of them) who start out by talking about their clients’ business before their own.
they’re certainly not the most creative agency out there but the stuff they do works for Toyota and Lexus and they’ve been doing it with them for 30 years.
and let’s face it, they aint spending much on rent
Why is this on a creative site?
4.40 hit it on the head. I’ve worked there too and while the majority of the haters on this site divide their time equally between busying themselves with self-indulgent wankery aimed at metal, moaning about their chosen profession, and hating on this site – Oddfellows are busy with work that drives sales, enjoying a great, productive and profitable relationship with its client in the process.
6.45 your myopic and moaning question suggests you’re a part of the aforementioned group. Far from being a creative site alone – and correct me if I’m wrong – Campaign Brief is about the business of Australian advertising, including but not limited to the creativity within.
And that business is what Oddfellows has been a healthy part of for over a decade.
I’m pretty sure Rotor are a subsidiary of too. Keeping the production costs in-house too. Smart.
It certainly is a departure from the original work. You can’t expect a bunch of 60 year-old Toyota dealers to understand what a bunch of dudes in tights jumping around on trampolines are supposed to mean.
Yeah, sometimes the Client doesn’t want creativity unfortunately, which is to our detriment on the while.
In response to 9.28. I am one of the owners of Rotor Studios and wanted to clarify our business relationship with Oddfellows Advertising.
While we are in an adjoining building to Oddfellows, there is no financial relationship between the two businesses. Nobody from Oddfellows has equity in or receives a financial reward from Rotor Studios for work we do for their clients.
We are very fortunate to have had a great working relationship with the agency for over a decade but have also done print and/or television work for most of Toyota Australia’s agencies.
Just an odd name for an agency don’t you think?
Makes me think they are odd. Very odd.
Can anyone please explain the history behind this odd choice of name?
So what happened to Saatchi’s much lauded launch of Camry Hybrid? Was it the launch that never was. As pedestrian as the Oddfellows work is, it probably cost the client about 1.8 million less than the pedestrian Saatchi’s campaign.
Oddfellows – a kind of masonic group.
http://en.wikipedia.org/wiki/Oddfellows
Don’t know if that was the reason behind their name
I actually prefer this kind of bland, wallpaper advertising to the embarrassing nonsense that Saatchi’s did for Hybrid.
Although to be fair, anyone who has ever worked on the Toyota account knows that it’s not really the agency that writes the ads, it’s the client.
Awful client, awful work.
Has anyone seen that movie Tron?
Yes, 10:19, are you trapped?
I agree with the commenter above, this campaign is a vague rip off of Tron.