ZeeSquare Communications

Media Agency: ZeeSquare Communications

Creative Designer: Zaka Ul Hassan and Howard Pinsky

The Idea: Means-End Theory

Psychological Effect: Rhetorical Effect

Advertising Appeal: Brand Appeal

Purpose: Introduction of a new product

Brief: This Camry is no stunner, but it looks smoother than its predecessor, if a bit slab-sided and shovel-nosed. Despite the weight reductions, the car’s length, width, height, and wheelbase are unchanged. The interior package remains roomy and comfortable. The hybrid benefits from a shrunken and relocated battery/electronics package, increasing trunk space from 11 cubic feet to 13.

Toyota has given its lineup of best-selling Camry sedans a full redesign for 2012, but at first look you might not even know it. Nearly everything every piece of sheet metal, every element of the Camry’s underbody structure, the suspension, and all the interior components is different in the 2012. Instead of trying to make the new car radically different, Toyota essentially took a look at the existing car and asked how it could redesign nearly every component to make a better end result for core values like comfort and safety.

A new layered dashboard with genuine stitching on its leading edge has upgraded the ambiance. Large, ergonomically sculpted controls on the steering wheel help navigate the optional electronics, and the cockpit nicely splits the difference between cozy and spacious, though we’d like more convincing faux aluminum and wood trim.

The Camry’s new design (yes again, it’s really new) definitely skews toward pragmatism at every possible opportunity. Corners are a little boxier this time, for aerodynamic reasons; front A-pillars are narrower (yet stronger) for better visibility; and the roofline has been tucked up and back just a tad for rear headroom.

Website: www.alfuttaimmotors.com, Related Links: www.lexusuae.com, www.toyota.ae, www.al-futtaim.ae, tradingenterprises.ae

Address: Toyota Showroom in Dubai Festival City, Al Rebat Street, Ras Al Khor, Dubai, P.O.Box: 11052, Tel:  +971 4 206 6000, +971 4 206 6006, Fax: +971 4 206 6072, Additional Tel: +971 4 206 6666, Fax: +971 4 206 6105, +971 4 206 6611 (Lexus showroom), +971 4 206 6260 (Toyota showroom), +971 4 206 6072.

Head Office: Toyota-Cho, Toyota City, Aichi Prefecture 471-8571, Japan Phone: (0565)28-2121.

Media Agency: ZeeSquare Communications

Creative Designer: Zaka Ul Hassan and Howard Pinsky

The Idea: Liking

Psychological Effect: Rhetorical Effect

Advertising Appeal: Brand Appeal

Purpose: Introduction of a new product

Brief: Toyota’s seventh-generation Camry, the Camry platform serves as the foundation for the following Toyota and Lexus models: Avalon, Highlander, Sienna, Venza, ES350, RX350, and RX450h.

Toyota has renewed this car like clockwork every five years, and the Camry has achieved an enviable position as the default mainstream sedan of choice quiet, smooth, comfortable, reliable, and affordably priced. This new, seventh-generation, 2012 model is designed to maintain these virtues while offering more fuel efficiency and value.

Besides, the Camry has never been one for sex appeal. It’s been such a strong seller for its combination of soft ride and roomy interior appointments and for its strong value for the money, reliability, resale value, and other very sensible factors.

The Camry 2012 packages available (LE, SE 4-cyl, XLE 4-cyl, XLE V-6, and hybrid XLE).

Website: www.alfuttaimmotors.com, Related Links: www.lexusuae.com, www.toyota.ae, www.al-futtaim.ae, tradingenterprises.ae

Address: Toyota Showroom in Dubai Festival City, Al Rebat Street, Ras Al Khor, Dubai, P.O.Box: 11052, Tel:  +971 4 206 6000, +971 4 206 6006, Fax: +971 4 206 6072, Additional Tel: +971 4 206 6666, Fax: +971 4 206 6105, +971 4 206 6611 (Lexus showroom), +971 4 206 6260 (Toyota showroom), +971 4 206 6072.

Head Office: Toyota-Cho, Toyota City, Aichi Prefecture 471-8571, Japan Phone: (0565)28-2121.