Toyota
When I started working for Toyota they were already working on this project. The concept was fun but the campaign was so visually driven that when they asked me to write the radio I found myself with a real challenge. I think I solved the problem well.
RADIO
Translation
SFX: Office. Phone call.
PRESIDENT: Rodriguez, take my Camry and get it washed. Last week I went fishing by the river, so it’s dirty and smells really bad.
MANAGER: Of course, sir.
SFX: Phone call.
MANAGER: Alvarez, the President’s Camry is dirty and smells bad because he went fishing. Take it to get washed by the river. President’s orders.
SFX: Phone call.
BOSS: González, the President’s Camry is dirty. Take it to the river where he goes fishing, wash it, and put on some deodorant because I heard you smell really bad. President’s orders.
SUPERVISOR: OK.
SFX: Phone call.
SUPERVISOR: Dominguez, the President says you smell really bad. Don't be gross. Take a shower, go fishing, and then throw the President's Camry down the river.
EMPLOYEE: But...
SUPERVISOR: But nothing! Do you want to lose your job? These are the President's orders.
EMPLOYEE: Yes, sir.
ANNCR: Since 1994, 90 percent of Camrys are still on the road. Now you know what happened to the other 10. Toyota. Moving forward.
♫ Toyota - Police Department.mp3
Translation
CHIEF: Commander, here are my keys. Change the oil in my Camry and pour gas in the tank. I have to disappear. This case is burning hot.
COMMANDER: Yes, sir.
SFX: Phone call.
COMMANDER: Captain, the chief has to disappear. Pour gas in his Camry's tank and change the oil.
CAPTAIN: But...
COMMANDER: No buts. The chief is burning mad.
SFX: Phone call.
CAPTAIN: Detective, things are burning up here. The chief had to disappear and he needs you to pour some gas and oil in his Camry’s tank.
SFX: Phone call.
DETECTIVE: Officer, we have to make the chief’s Camry disappear. Pour a tank of gasoline on it and set it on fire. The chief wants to see it burn. Did you hear me? Burning!
OFFICER: But detective...
DETECTIVE: But nothing... These are the Police Chief's orders.
OFFICER: Yes, sir.
ANNCR: Since 1994, 90 percent of Camrys are still on the road. Now you know what happened to the other 10. Toyota. Moving forward.
DIGITAL
