Since '94, 90% of Toyota Camrys are still on the road. What happened to the other 10%?The spot shows us what happened to the main character's Camry after he makes a false promise.

We had a great story to tell:Since 1994, 90% of all Toyota Camry’s are still on the road today.But we couldn't afford to communicate this message in a boring way, because that would turn off our midsize intender who likes to project a bolder attitude. So we decided to use the claim as the centre of the campaign communicating it with a bolder-fun attitude.

If 90% are still on the road, what happened to the other 10% of the Camry?

We took this message to every media and we created customized executions for each platform.

Highest rated attributes for the Camry by Jan 2011 (Source: Toyota Hispanic Model Image Study).- Base: Hispanic intenders#1- Last a long time#2 - It is reliable and dependable#3 - It handles well#4 - It is a vehicle I would feel safe inSales Data (source Polk, December 2010):- Camry (22.6% SOM) leads the segment. Honda Accord has 20.1% SOM. Nissan Altima has 16.6% SOMAdditional results:Visits to T.com/Camry Espanol increased 44% - "Rocket" Takeover delivered over 1.3MM impressions - Average CTR 3.02% surpassed industry benchmark (0.13 %*) by over 400%