Toyota's Camry SE, with the help of Saatchi & Saatchi, has set up a roller-coaster style ride at Six Flags Magic Mountain.
The often referred to as a boring sedan takes passengers on an exciting ride known as Thrill Ride Event to prove what the car is capable of and challenge people's perception of the car's image.
The event featured stunt drivers tasked to take the amusement park goers on a thrilling ride of steep climbs and round curves.
Participants who recorded the ride could also share the journey on social media.
The campaign comprises print, TV spots featuring reactions of people experiencing the car’s power and handling, and social media using #Camry hashtag.