Toyota's Hispanic Camry ad raced two brothers around Monaco's circuit

Camry is Toyota's flagship and 'the soul of the brand'; Conill had to express consumers' love for it authentically, through a real relationship that transcends words and language.

Two brothers' lifelong rivalry ends with a once-in-a-lifetime race between them on the Circuit de Monaco — where love outpaces competitiveness.

A 90-second film shot in four days on location in Monaco with multiple cameras, a Russian arm and aerial drones, directed by Armando Bo; 30- and 15-second cuts and 6-second YouTube bumpers followed, with a Grammy-recorded swing-jazz score.

The full film launched on YouTube and digital outlets, with shorter versions on network properties; the source gives no sales or viewership figures.

In August 2016, Toyota's Hispanic agency Conill Saatchi & Saatchi launched an emotional campaign for the 2017 Camry built on 'a life-long sibling rivalry, one bold wish and the world's most iconic racecourse'. Filmed entirely on location in Monaco, 'Monaco' tells the story of two brothers whose competitive spirit culminates in a once-in-a-lifetime chance to race each other at the Circuit de Monaco — where, over the twists and turns of their friendly competition, their love outpaces their competitiveness.

Executive creative director Diego Yurkievich said Camry 'represents the soul of the brand' and that consumers' 'true love' for it had to be expressed authentically, through a relationship that transcends words. Director Armando Bo — the Oscar-winning co-writer of Birdman — said the aim was to picture Monaco glamorously while 'avoiding stereotypes and clichés': 'Not the Casino and the glitz. We wanted to know how a regular guy would feel if he had a chance to drive his car in the Circuit De Monaco. But most of all, we wanted you to care about these guys and their big dream.'

The production was a logistically challenging four-day shoot requiring multiple cameras, a Russian arm and aerial drones, with post by The Mill US. An originally scored soundtrack — classic swing jazz reminiscent of mid-century crooners — was produced by Personal Music in Miami and recorded by Grammy-winning musicians Alexis Estiz and Alberto Slezynger. The 90-second version launched on YouTube and digital, with 30- and 15-second cuts on network properties and 6-second YouTube bumpers.

Camry buyers' attachment to the model is emotional; a family story honors that better than a specifications story.

Monaco's grand-prix mythology lets an ordinary sibling feud feel like a once-in-a-lifetime stakes-raiser.

Casting Armando Bo signals cinema-grade craft for the Hispanic market, a step beyond translated national ads.

The swing-jazz score and Monaco backdrop give the Camry style credentials without a single spec on screen.

For a flagship with emotional equity, skip the car and film the relationship — the product is the catalyst, not the subject.

The 90-second film launched on YouTube and digital in August 2016, with 30- and 15-second versions running on network properties and 6-second bumpers on YouTube.