Brand: Dentyne Ice Gum (CadburyAdams)
Execution: TV, Online
Link: Click here
Target: Post-College Dateless Guys
Reviewer: David
Rating: ****
Description:
This spot breaks today (2/28/06) on U.S. network television. An average-ish young guy offers a piece of gum to two different attractive women (one blond and one brunette, naturally) sitting beside him. They each respond suggestively. The voiceover is female and says, “Dentyne Ice straight up or New Dentyne Ice Wild Winter Soft Chew. Why not try both? Watch what happens next. Get Free Gum at Dentyne.com.” Ice-colored letters appear on top of the trio saying “Watch What Happens Next. Get Free Gum. Dentyne.com”

On the Dentyne.com website, the viewer can watch three alternate endings for the spot (we will not ruin the surprise by recapping).

What Works:
There is an apocryphal story from the direct marketing world about a small direct marketing and promotions firm which had served its client well for a number of years. At some point this client grew to the point where it decided to invest in a branding campaign. The job had almost been awarded to a mainstream advertising agency when the direct marketing firm protested. ‘Let us produce a spot and test it against the ad agency’s spot’, they said, ‘Then decide where to spend your money.’ So both companies produced spots and surely enough, the direct marketing firm won handily despite a much smaller production budget. How? They put a gold seal with a special offer and a phone number in the corner of the ad – and increased recollection manyfold.

We are paraphrasing, of course (and feel free to drop the full details into a comment if you know them), but the point is simple – advertising which motivates an action can be more effective even if it is in other ways mundane.

What makes this spot effective is exactly this – the singleminded pursuit of driving the consumer to a website where a sampling opportunity can be created. The trick of showing three different endings to a suggestive commercial is a good one for this audience (roughly the same male target as Bud Light).

This advertising blog is a big fan of strong branding. This spot makes a strong attempt to reinforce the Dentyne Ice brand in this execution. The brand name and product visuals are shown and repeated from the first moment of the spot to the end.

What Doesn’t:
In truth, this spot would fail were it not for the ingenious device of the three alternate endings and the sampling tie-in. Why? Without this unique twist, the situation is both too generic and too visually strong to leave the viewer with much memory of the brand. The 20-something male viewer is fixated on the two attractive woman, wondering what might happen to this young guy sandwiched between them. That does not leave much space in the average male brain for a brand name. There is also nothing else particularly ownable or unique about this spot. One could picture an Axe spot similarly starting with a guy sitting down between two attractive women. Being able to equally visualize a given execution in the hands of several different brands is a good indication that the execution is not ownable. In this case, it is only the new and unique trick of multiple endings and the ‘closer’ of sampling (and capturing a database of users) that makes the spot work so well.

Branding Bottom Line:
Dentyne breaks new ground. We wait to see what happens next.

Brand: Diet Mountain Dew
Execution: TV & Print
Link: Click Here
Target: Calorie-conscious Dew Drinkers
Reviewer: David
Rating: **** (Print)/** (TV)

Description:
A new campaign breaking in both Television and Print. The TV ad shows a volunteer being lowered into shark-infested waters as a camera crew and divers in a shark cage watch. The voiceover intones, “In these shark-infested waters, a team of scientists and one brave volunteer are about to find the answer to an important question: Is Diet Mountain Dew as much of a thrill as Regular Mountain Dew?” The wetsuit-clad volunteer starts splashing the surface of the water to attract the shark. Suddenly, the volunteer catches hold of the Great White Shark’s dorsal fin and begins to ride the shark like a dolphin as he makes spectacular aerial flips. “The results were clear. Diet Mountain Dew is ALL THE DEW with none of the calories.” The spot shifts to a close shot on the Dew bottle and the tagline, “How Dew Does Diet – With Great New Taste.” This spot will first run this weekend during NASCAR.

The Print ads all present a play on expectations with the common tagline “Don’t Be Fooled By Names.” They are backed in Mountain Dew Green and feature photos by Sasha Waldman of four characters whose appearance belies their names. One is a nerd named “Slick,” another a hairless cat named “Fluffy,” a third a sumo wrestler named, “Tiny” and a fourth an injured dog named, ‘Lucky’ (see above.) These ads will first appear in March issues of Sports Illustrated and FHM Magazine.

What Works:
Print: This series of pool-outs has a nicely restrained feeling which will help arrest the attention in the over-the-top world of guy magazines. The framed portraits use humor to illustrate a point – all is not what it seems to be. We are not sure if the linkage to the brand is entirely there, but we do think the ads will engage people. They have the iconic look that might put them into the same league with the Altoid print advertising which is instantly identifiable to the faithful.

TV: This spot is over-the-top, which certainly fits with the Mountain Dew brand positioning. The spectacular (and hopefully fake) shots of a man riding a Great White Shark grab the attention. BBDO is smart to introduce the brand in the middle of the spot and keep reinforcing it all the way through the remainder of the action.

What Doesn’t:
This advertising blog is a fan of consistency and campaigns that build upon each other. While the Diet Mountain Dew print campaign is a model of consistency, we don’t see many linkages between the restrained print and the over-the-top television advertising. Of course it is true that different styles suit different mediums better. It would be hard to imagine a TV spot featuring a hairless cat named “Fluffy” breaking through during a NASCAR commercial break. Yet somehow even though the underlying message is the same (Diet Dew is really good just like Regular Mountain Dew), we’re not sure that the two parts of this campaign will reinforce each other because of the dramatically different execution style.

We also wonder about targeting for this campaign. The message seems to be pitched at current Mountain Dew drinkers (‘Diet Dew is just as good as the original’ is not much of a message if you don’t like Mountain Dew). Are there dual users of diet and regular drinks? Or is Mountain Dew intentionally cannabalizing on its business – perhaps because it is worried about calorie concerns hurting its business in the long run? We would welcome a comment by the brand or agency to this post to clarify. Diet Mountain Dew is a bit of an odd duck. The very idea of a diet version of a radical drink which has used the massive adrenaline boost of its sugar/caffeine mix to great effect is an oxymoron. So it may not be surprising that finding a natural target audience for the drink is challenging as well.

Branding Bottom Line:
We can’t wait to see the Shark-Riding event at the Summer Olympics. How did they miss that in Sydney?

Brand: Burger King
Execution: TV
Link: Click Here To View
Target: Burger Guys
Reviewer: David
Rating: **

Description:
A musical number featuring the ‘Whopperettes’ this fifties style reenactment constructs a burger with women flopping down one after another dressed as bun, lettuce, burger patties, etc. They sing a modernized version of the ‘have it your way’ song. The end number where the burger king number is done to a burlesque theme.

What Works:
We like two things about this ad – it continues the ‘Have it Your Way’ theme that was the heart of the last successful Burger King campaign two decades ago. And it has good branding which is certainly Burger King and will not be confused with competitors -or anything else on this earth.

What Doesn’t:
The past year of pointless Burger King advertising continues with a twist. This advertising has been very critical of the “King” ads which attempt to turn the Burger King into your best pal (or a stalker depending on who’s watching). These ads are intended to stimulate ‘buzz’ -which they do – but do not link to any value proposition for Burger King. This ad is more ambitious because it attempts to tie the strings together (and if the viral BK campaign featuring Brook Burke is to be believed, marry the King off in the process). Here we see the classic BK theme song, a production number meant to bring us back to the golden age of burgers along with the King. The problem is that it is just too much. The whole production falls down under its own weight, spinning out-of-control into confused irrelevance. All the while trying to promote the dying icon of past glory – the Whopper – when the market is heading another direction and Wendy’s is already doing a good job capturing the diehard burger guys.

Branding Bottom Line:
Just get us out of the way when that Whopper comes crashing down.

Brand: Sprint Wireless Music Downloads (Sprint-Nextel)
Execution: TV
Link: Click Here To View
Target: Players
Reviewer: David
Rating: ****

Description:
A girl and a guy are sitting on a sofa. He’s watching a game, she is staring at her cellphone. “Sprint lets me download music whenever I want,” she says, “I have a song for everything.” The guy sighs knowingly, “No you don’t.” She rolls her eyes and presses a button on her phone. A song starts, “I’m so sick of your stupid blue sweaters and pathetic argyle socks..” which he is in fact wearing and goes on to deconstruct him down to the gap between his teeth and bad breath. As the guy makes to leave the room the spot quickly cuts to a text screen saying “Sprint wireless music downloads.” The song chides the guy for running home to his mommy and as he looks back, defeated, the spot ends with the Sprint (together with Nextel) logo.

What Works:
A classic problem/solution ad with a twist. Here the problem is an annoying guy and the solution is downloadable music. This is a pool-out spot from a campaign that has had several executions. The humor here is the twist on ‘a song for everything.’ In the earlier spots, the ‘song for everything’ would be a recognizable song that just happened to be perfect for the occassion. Here Sprint takes a step further with a song that really is perfect for the moment and outrageously, patently fake at the same time. The humor works because it reinforces the selling proposition of the brand.

Sprint takes care to reinforce the branding with the ‘Sprint’ mention in the first line of the dialogue as well as the cut-screen 2/3 of the way through before the end logo.

This advertising blog has been a fan of Sprint and Nextel advertising, which has been excellent recently. We are most impressed by how simple and pared-down these ads are. They mostly feature one setup (that is to say that the action takes place in one location – making the spot cheaper to shoot) and are dead simple in intention. The spots stay close to the product benefits but are humorous and memorable without losing the brands.

What Doesn’t:
As hard as Sprint tries, the task of linking this spot to the brand is difficult, because as a brand, Sprint does not really stand for anything (other than cheap calls) with consumers. This is a fault of the brand, not the agency, but it makes it more likely that this ad will be a category spot and just help all the phones with wireless music downloads.

We could also have done without the nose hair.

Branding Bottom Line:
Sprint really does have a song for everything. We’re getting our girlfriend a Cingular phone.

Brand: Ford Escape Hybrid (Ford Motor Company)
Execution: TV
Link: Click Here To View (Go to “Second Quarter”)
Target: Environmentalists with Families
Reviewer: David
Rating: ****

Description:
Kermit the Frog (from Jim Henson’s Muppets) is mountain biking through a beautiful landscape, singing ‘It’s not easy being green.’ Then we see him kayaking and finally rock-climbing while the song continues. At the top of the mountain, he parts evergreen tree branches to revail a Ford Escape SUV. He looks inside it and walks around until he comes to the back where he sees the badge prominently saying “Hybrid” and then says, “Hmmm. I guess it is easy being green.” The mileage for the Escape Hybrid is shown in small type at the bottom of the screen. Then the voiceover says “The thirty-six mile per gallon Ford Escape Hybrid,” as the Ford logo and ‘Escape Hybrid’ shows.

What Works:
Ford was the second spot on the Super Bowl to feature a hybrid car (Toyota was first with a ground-breaking spot featuring Hispanic actors and some Spanish language). Ford uses Kermit, the very recognizable, very green frog as a metaphor for environmental awareness. It is a very, very simple metaphor and it works. Why?

1. Good Match to the Target Consumer – Ford understands that the reason to buy a Hybrid is emotional, not rational (for the consumer, the Hybrid is still more expense that the gas it saves). The consumer who is interested in the Hybrid is a consumer who wants to feel better about the environment. The consumer who is interested in an SUV likely has a family and needs the space. The play for Ford here is simple – the end benefit of the Escape is alleviating guilt.
2. Simple Execution – A song and a nice, long product shot is all it takes to make the point here.
3. Strong Affiliation – Kermit stands for green as do hybrids. It is an easy match. Showing Kermit doing green activities also helps.
4. Strong Branding – Ford does not make the mistake of forgetting to show the product.

What Doesn’t:
Putting a muppet in a commercial has to be at least as risky as using animals, possibly more. The potential for distraction is enormous. We would instantly be worried about brand recall. But it seems to work for Ford. Still, this is something to monitor closely.

Branding Bottom Line:
Ford pushes the cute button and scores.

Issue: MRI Brain Scans and Super Bowl Advertising
Commentary by: David

As we were watching the Super Bowl with snacks and friends, others were having a – well let’s just say more involved experience.

A scientist at UCLA, Marco Iacoboni, has apparently conducted brain scans of men and women watching Super Bowl advertising (click here to get the whole story). Thanks to Steve Hall at Adrants for catching this one, by the way.

Since learning of this last week and reading about it we have been puzzling over it. The craft of marketing as it stands today is somewhat of a social science. Many of its disciplines don’t yield themselves to precise measurement in the way that finance does. On the other hand, we are always trying to measure what we do and have the belief that better research can improve what we do.

The idea of brain scanning is appealing because it might seem to answer the longstanding issue of whether advertising is effective. Measuring the brain to see which centers fire when they are watching advertising could indeed give us a truer picture of how people actually react to advertising.

However, we are some ways from being convinced that we would want to make any financial decisions based on this technique at the moment. We may know, for instance, that the FedEx commercial fires up centers associated with fear and asocial reactions. But does that mean that people will not remember the commercial when they are afraid that a package they are sending might not arrive there in time? If women seem to react (their ‘mirror neutron’ fires) when they saw the Bud Office ad in spite of the seeming disconnect, will they actually buy Budweiser? Will the theoretical empathy result in brand purchase?

This Advertising Blog has nobody with the science background to evaluate these claims. But we do find them interesting. If anyone can start matching immediate brain response to long-term buying behavior in statistically significant numbers of consumers then marketing as we know it will change dramatically.

Brand: Emerald Nuts
Execution: TV
Link: Click Here To View (Go to ‘TV Ads’ section)
Target: The Terminally Confused
Reviewer: David
Rating: *

Description:
Several men wield machetes in a living room, pretending to use them. On notices a druid under the stairs, speaking on the phone. The spot cuts to him as he negotiates on the phone. The voiceover takes over, saying “Eagle-eyed Machete Enthusiasts Recognize A Little Druid Networking Under The Stairs.” Which spells EMERALD NUTS, as the visual shows. Finally, we see the Druid and two Machete Enthusiasts sitting on a couch eating Emeral Nuts as the voiceover says, “Even druids love Emerald Nuts.”

What Works:
Nothing, really.

What Doesn’t:
This spot is a disaster from start to finish. The idea was to create a quirky, iconic spot that would match the success of last year’s Super Bowl Ad for Emerald, which was an instant hit and dramatically lifted brand sales. That spot (click here to view) had a father telling lies to his daughter about unicorns to avoid sharing his nuts. The Easter Bunny and Santa Claus made an appearance as well.

Emerald learned the wrong lesson from that spot. It was offbeat, that is certain, but it underscored a real brand proposition (they are so good that you’ll lie to keep them to yourself.) The 2006 Super Bowl spot dissolves into complete nonsense. There is neither a brand proposition nor a reason to believe in this spot. Instead we are left with a sort of puzzle that is supposed to be charming because of its unexpectedness. It only succeeds in annoying us.

This advertising blog supports creativity, but creativity must build a value proposition for the brand. We see nothing of the sort in this confused, difficult ad which does not even show us the brand or brand name until the second half of the spot.

Branding Bottom Line:
Emerald needs to stop adding peyote to those nuts.

Brand: FedEx
Execution: TV
Link: Click Here To View
Target: Small Business Owners
Reviewer: David
Rating: ****

Description:
A bone-carrying Caveman walks through a prehistoric landscape with craggy mountains in the background. We see a pterodactyl flying in the air and then landed in close-up. The Caveman attaches a bone to the pterodactyl’s leg. The pterodactyl takes off and the Caveman screams as a T-Rex suddenly clamps down on the pterodactyl, sending the bone flying back to the Caveman. We next see the Caveman back in a cave, grunting to another caveman. “Package didn’t make it,” the subtitles say. The Boss caveman grunts back, “Did you use FedEx?” “No,” replies the Caveman. “Then you’re fired,” grunts the Boss. “But FedEx doesn’t exist yet,” protests the Caveman. “Not my problem,” says the boss. Then the Caveman leaves the cave in disgust. As he is walking outside, he kicks a small dinosaur in disgust and he is instantly crushed by the foot of a Brontosaurus. “Next time, use FedEx,” says the voiceover. The spot closes with a shot of the FedEx logo.

What Works:
This was one of the breakout hits of Super Bowl XL, scoring high in both likeability and brand memorability (#2 and #8, respectively) in the IAG Consumer Survey. This Advertising Blog concurs because it reinforces the core brand attribute of FedEx – reliability – and uses a time-honored device to do it.

FedEx originally positioned itself as the reliable alternative to the uncertain delivery times of the U.S. Postal Service. “When it absolutely, positively has to be there overnight,” helped FedEx own ‘reliability’ as a brand attribute (even though the slogan at the time seemed to be a paranoid statement of non-competition with the U.S.P.S. which has a legal monopoly on normal-delivery mail.)

‘Next Time Use FedEx’ as a campaign reinforces the same attribute and we like it both for the positioning and continuity. The persuasiveness in this ad comes from a technique pioneered in advertising by an older American company – I.B.M. ‘Nobody ever got fired for buying I.B.M.’ was the slogan of a generation of information managers in the sixties and seventies in the U.S. FedEx is reminding us that using FedEx is the prudent thing to do. By creating a prehistoric spot with an actual firing, FedEx does a nice job in creating a ‘back story’ for the FedEx rationale.

In fact, this line of argument is even older. French philosopher Blaise Pascal made much the same argument for religion in Pensees, suggesting the prudent course was to observe religion because if God doesn’t exist it will not matter, but if he does it will matter a great deal. Just as with Pascal’s argument, FedEx accomplishes a neat slight of hand. Pascal assumes Christianity is the only reliable religious alternative just as FedEx proposes itself as the only safe shipping alternative. In evaluating the importance of prudence, we assign it to FedEx, forgetting that there are alternatives.

This spot is a good Super Bowl execution as well. It uses both big production values (with very good animation and visual effects) and humor to good effect. As this Advertising Blog has often noted, humor is a very tricky tool for the advertiser and most often derails spots. To FedEx’s credity, it does not happen here. FedEx also bumps up the branding in this spot with the mention of the FedEx name just after the halfway mark. The positioning also makes this spot hard to imagine as a UPS or DHL execution.

What Doesn’t:
Reliability is an important category benefit but FedEx may not be doing enough to own it. In UPS, Fedex faces a fierce competitor which is also one of the best logistics companies in the world. It is not enough to own reliability in the advertising battle. To maintain this positioning over the long term, FedEx needs to own it in performance as well. This spot is conspicuously lacking in a ‘reason why’ to believe that FedEx is the most reliable. Because this is the general belief of consumers the spot works, but UPS can erode this equity unless FedEx can show superiority in this area.

Branding Bottom Line:
Great spot. Now if FedEx would only stop linking its name to those 18-year-old slackers at FedEx Kinko’s.

Brand: Ameriquest Mortgage
Execution: TV
Link: Click Here To View
Target: Stretched Home-Buyers
Reviewer: David
Rating: **

Description:
Two different spots (both aired during the Super Bowl XL) showing funny circumstances leading to misunderstandings. In the first, a doctor standing over a patient kills a fly with a resuscitation paddle. As the doctor peers down at the dead fly on the sleeping patient’s chest and says ‘That Killed Him’ to a second doctor, the patient’s wife and daughter walk in. They clearly believe that the patient is dead. The tagline “Don’t Judge Too Quickly. We won’t.” shows in text without a voiceover and then the Ameriquest logo.

The second spot has a woman trying to escape her window seat on an airplane by climbing over two mail passengers. Her blouse snags on a tray table just as the plane hits turbulence and the overhead lights come on as she is thrown onto the lap of one of the male passengers who wakes up suddenly. In view of the entire flight it looks as if she was having sex. The same tagline “Don’t Judge Too Quickly. We Won’t,” flashes by and then the Ameriquest logo.

What Works:
These were possibly the funniest two spots on the Super Bowl, rivalled only by the Bud Light spot with a disappearing refrigerator and a Sprint spot. They were also highly memorable, placing near the top of most of the ranking poles for SuperBowl ads. They may be the closest to achieving the breakout that Emerald Nuts enjoyed last year (and squandered this year).

What Doesn’t:
This Advertising Blog asks just two questions in rating an ad: Did it sell the product and Did it build the brand. We do not generally have access to sales data when we review ads, so we have to make our best judgement of whether the ad will be memorable and link strongly to the brand in a way that sells the product.

Your reviewer had the opportunity to discuss this spot in a seminar with over 200 attendees yesterday. (Normally we don’t like to use AdAge-style ‘Jane, a dentist in Seattle loved this spot’ anecdotes, but this group almost approached statistical projectability) Over half remembered seeing the spot. Only two remembered the name of the brand connected with it – and one of those people thought it was AmeriTrade, not Ameriquest.

These results are largely confirmed by the IAG National Consumer Survey which showed both spots on the top 10 list for ‘Most Liked’ but neither on the Top 10 list for ‘Most-Recalled,’ for which the measure is recall of the brand name.

This reaffirms our belief that humor is almost as dangerous as small animals in distracting consumers from the real brand message. The point here – that a good mortgage company will take a long close look at you before turning you down – is incredibly obscure and easy to miss here. It is still possible that Ameriquest could build a cult following around these spots, but short of that it is hard to see this building the brand beyond a short-term sales bump that will not justify the $5 million in media dollars.

Branding Bottom Line:
Emily’s Reason’s Why Not could have used this copywriter. Not so good for Ameriquest, though.

Brand: Toyota Camry Hybrid
Execution: TV
Link: Click Here To View
Target: Eco-consumers
Reviewer: David
Rating: *****

Description:
“Papa, why do we have a hybrid?” a child asks as the camera pans around a Toyota Camry, highlighting the word ‘hybrid’. “For your future,” the Dad answers. “Why?” the boy probes. “It’s better for the air,” the father says as we see them on the inside of the car. “And we spend less because it runs on gas and electrical power,” he continues as we get shots of trees and an eagle cut in with the car. “Mira. Mira qui,” he says, pointing to the color information screen. “It uses both.” “Like you with English and Spanish,” the boy says. “Si,” the father says. “Why did you learn English?” the boy asks. “For your future,” the father replies. More shots of the car as we hear a voiceover saying “Coming Soon – the all-new 2007 Camry. Also available with Hybrid Synergy Drive,” we see a hybrid synergy drive logo, “Toyota – the power to move forward.”

What Works:
We are covering this spot because it broke new ground in the Super Bowl, speaking directly to the Hispanic experience in America. And also because Bob Garfield roundly panned it – deriding it as simplistic and ‘patronizing.’ We are not Hispanic (your reviewer is half-Asian, for the record) but we disagree on Garfield’s overall comments and will wait to hear from the Hispanic community for their own reaction.

Marketing on the Super Bowl is about doing the branding basics well while at the same time delivering something new or entertaining enough to break through the clutter. While this spot was not in the least entertaining, it was new. Ironically, the focused attention of the Super Bowl (where people actually stop to watch the ads) gave this spot a better showing than it might get during normal network TV – where the new ground it broke went unnoticed.

Some of what was missing in many of the spots on the Super Bowl was very evident here – namely the brand, the product and a lot of focus on a unique selling proposition.

The pitch for the Hybrid Camry was straightforward and accomplished with a metaphor. Just as English and Spanish can complement each other and an investment in English is an investment in the future for a non-native speaker, gasoline and electric power complement each other in the hybrid Camry and an investment in a hybrid is an investment in the future.

This is the right selling proposition for a hybrid as gas prices alone still don’t justify them on an economic basis (although economists have neglected to mention that it is easier for consumers to finance a more expensive vehicle over 5 years and then pay less at the pump for gas in cashflow terms).

But what about the Hispanic metaphor here? We would argue that while it is an important acknowledgement of the growing role of this community in American life, the commercial is not focused on selling Hispanic consumers hybrid cars.

Who does buy hybrid cars? Higher income and environmentally aware people (although the demographic is widening as gas prices rise). And these people are more likely to be liberal.

So yes, we are suggesting that Toyota produced – in the most innocent, inoffensive way possible – a spot targeted at liberals who will share the belief in the positive side of immigration. If you believe that immigration from the Puritans to the Irish and Italians to the present has been a source of competitive strength for the country and that the process of assimilation is good for the individual and the society, you are likely to respond to the message in this ad.

We believe this spot works because Toyota has used the newness of a commercial with some Spanish in it (although less than many Americans hear in their daily life) to communicate to the core audience for hybrid vehicles.

And let’s not forget – it is big news. A hybrid Camry brings the hybrid drive to one of the world’s best selling cars. When the sales figures are noted, it might be hard for anyone to argue that this spot was less than a success.

What Doesn’t:
This spot is super-earnest, and it is possible that it might come off as condescending to the Hispanic community, although we don’t think so. We also wouldn’t run it much outside of the Superbowl, because it looks like such an ordinary car commercial with the volume turned off that it requires focused attention to see what is new.

Toyota shared the new-hybrid spotlight with Kermit and the Ford Escape, who took a very different route to reach the same audience with the same message. This does point out that ‘Hybrid’ in itself will not remain a unique selling proposition for long.

Branding Bottom Line:
Mira – it’s a Toyota Camry Hybrid. Can you say ‘sold out’?