Toyota Conill Advertising

Taking an unusual approach for a Super Bowl commercial, Toyota Motor Sales and Conill Advertising tout the hybrid features of the 2007 Toyota Camry, which uses gas and electricity as fuel, by comparing it to bilingual Hispanics living in the U.S.

“It was the perfect way to talk about technology in a way people could understand, as well as leverage the importance of Hispanic consumers,” says Kim McCullough, corporate manager, marketing communications for Toyota.

In the ad, a Hispanic father driving a Camry explains to his son in the backseat how the hybrid works.