Toyota aired what is believed to be the first bilingual Super Bowl ad in 2006 to promote the Camry Hybrid, using a man's alternation between English and Spanish as a symbol for the car's alternation between gas and electric power.
The spot goes out of its way to avoid implying Spanish is a way forward in the United States, however. When the man's son asks why his father learned English, the man replies, “For your future.”
The spot, created by Hispanic shop Conill Advertising, faced off against another hybrid ad in Super Bowl XL, Ford's "Easy Being Green."
Toyota's other Super Bowl ad that year saw a truck compellingly survive some rough surf ("Tide").
Director: Francisco Pugliese. Production company: D'Avant-Garde Media.
Conill creative director/copywriter: Pablo Buffagni.Send credit info to SuperBowlAdArchive@adage.com.