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Toyota to Launch $175 Mil.+ Camry Campaign Next Week

LOS ANGELES The launch campaign for the redesigned Camry that breaks next Monday from Publicis Groupe’s Saatchi & Saatchi will be the largest in Toyota’s history, exceeding the model’s $175 million launch in 2001, sources said. Three TV spots break April 3, including a 60-second anthem in which viewers are taken to a factory floor in Kentucky and asked, “When does a car become something you love?” Print, which begins April 7, splits between copy-heavy spreads in magazines such as BusinessWeek (headline: “The All New Camry Hybrid.

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