Group items tagged

Comprised of five agencies – Toyota's agency of record, Saatchi & Saatchi Los Angeles, plus Burrell Communications, Conill, InterTrend Communications and Zenith – Total Toyota unites the automaker's multicultural marketing initiatives under one umbrella. Toyota's Camry is the nation's best-selling car and the automaker claims Toyota is the No. 1 auto brand among Hispanics, African- and Asian-Americans.

A total of six spots will air over the course of the campaign, which also features print and radio elements, as well as some interactive and experiential programs designed to present the car to audiences that are much smaller and more specific than the mass viewership tuning in for Sunday night's game.

One includes sponsorship of the DramaFever Awards. DramaFever is a video-streaming site that specializes in international TV, including South Korean teenage dramas and Spanish-language telenovelas. In addition to sponsorship of the Awards themselves, Camry will sponsor a branded "Bold and Beautiful" award. Another planned facet of the campaign is a social media-oriented push in which a chef will visit restaurants and share recipes while getting fans to share their own.