MERCADEO Versión en español
Diego Yurkievich of Conill: Toyota Camry new campaign focus on emotions and family bonds
Manuela Walfenzao| 25 de agosto de 2016
Diego Yurkievich, director creativo ejecutivo de Conill
The most recent Conill campaign scenario for launching 2017 Toyota Camry is the most iconic race track of the world: Monaco. The Bold Wishes spot talks about the eternal rivalry of two siblings and their passion to compete. The story unfolds in an encounter in this racing track, where they drive the new car to find out that their love and friendship emerged from competition and overcomes all barriers. The spot has three versions, one of 90 seconds broadcasted in YouTube and several digital channels, one of 30 and another of 15. “Camry is the flagship of Toyota that represents the soul of the brand” said Diego Yurkevich, executive creative director at Conill. “The car exudes style and it’s fun to drive, making it a catalyst for unique experiences. Consumers have a very special relationship with the Camry, they feel true love for the brand and the car. We had to deliver on those deep feelings authentically, and we felt that it was best expressed through a real relationship that transcends words and language. An emotional connection in the purest sense.” The commercial was directed by Armando Bo, 2014 Oscar-winning screenwriter of Birdman. “We wanted to picture Monaco y a very glamorous way, avoiding stereotypes and clichés about this wonderful city” Bo said. The soundtrack is jazz which fills the images with emotion, and it was created by Personal Music’s team in Miami.
