Tiene un No Sé Qué (spa)
Toyota Camry Launch
To make the Camry cool again, we dropped a hit instead of a spec sheet.
The Camry had lost its cool. So we brought the vibe back—with rhythm. We created “Tiene un no sé qué,” a new platform for U.S. Latinos that captures what can’t be explained, but everyone feels. Car reviews usually show a guy talking in front of a car. Reggaeton videos? A guy singing in front of a car. So we blended both worlds. We wrote a track and filmed the video with rising artist Alejo—turning the feeling of driving into lyrics, not features. The song then broke into social as multiple content drops—with great results. We didn’t just bring back the vibe. We made it sing.