The video opens showing a bespectacled Akio Toyoda in a charcoal suit and tie, waving to the cameras. Then suddenly, he is in a red and black racing jump suit, helmet on, climbing behind the wheel of a psychedelic Camry sedan at the Las Vegas Motor Speedway. A cockpit-mounted camera displays the 56-year-old corporate chief shifting into high gear as the bass thunders on the car's sound system.
这是一段2011年秋季在美国播出的丰田汽车(Toyota Motor Corporation)电视广告。视频开头出现的是丰田公司总裁丰田章男(Akio Toyoda),他戴着眼镜,身着深灰色西装和领带,向摄影机挥手。随后画面突然切换,丰田章男换上一身红黑相间的连体赛车服,戴上头盔,在拉斯维加斯赛车场(Las Vegas Motor Speedway)驾驶一辆迷幻色彩的凯美瑞(Camry)轿车奔驰。一台安装在驾驶仓内的摄像头拍摄到56岁的丰田章男不断换档提速,汽车音响系统爆发出震撼人心的重低音。
'How do you reinvent the best-selling car in America?' a voice intones in the TV aid aired in the U.S. last fall. 'From behind the wheel. Akio Toyoda: race car driver and president of Toyota Motor Corporation.'
“怎样重新打造美国最畅销的汽车?”此时片中响起一个画外音,“从手握方向盘开始。丰田章男:赛车手、丰田汽车总裁。”
It isn't just the Camry being reinvented, but Mr. Toyoda himself. As he tries to turn around the auto giant from years of what many call bland design, an embarrassing 2009 recall and the effects of the 2011 earthquake, he is grabbing the wheel and playing the role of personal pitchman.
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