Talk about two groups of people who could use an image makeover! The first group is the modern family. First there was Tiger Woods, then Sandra Bullock. This is such a hot topic that the tabloids are bringing up “B” rate actors and celebrities and exposing their marriage issues. I have to admit that I was interested at first. Now, it is just sad.
The second group is Toyota. Like celebrity marriages, Toyota has gotten nothing but bad press lately. Faulty brakes, gas pedals and computers issues have led to recalls and damage to a solid reputation and company identity that stood for quality.
Enter the “Swagger Wagon” (http://www.youtube.com/watch?v=ql-N3F1FhW4). This is the latest entry into their series of viral Siena Minivan ads. It is full of sarcasm and that is a big part of why I like it so much. That sarcasm seems to be lost on many people, but I love the spot (http://www.siouxcityjournal.com/app/blogs/news/?p=1294). It features two parents who are shown to share parenting responsibilities of two cute kids. You will recognize the actors from other commercial and TV spots. The commercial is a music video format featuring a hilarious rap. The focus of their Mommy Daddy Rap is their love for their Toyota Siena Minivan. The ad is peppered with images of baby support gear like monitors, pacifiers, baby bottles, costumes, cupcakes and of course their vehicle. Honestly, no matter how hard you try you can not make a minivan cool. That is where the sarcasm comes in. I am a 40ish husband and a father of two and honest about the fact that my hip and cool days are behind me. The satire in the commercial focuses on this and resonates with many parents. Don’t ask me about the quality of the vehicle. I know nothing about it or other Toyota cars or trucks, but I like the commercial.
Toyota is relying mainly on viral tactics to distribute the ad. We are seeing this type of an approach more and more. Most of these ads can only be found on YouTube. Toyota is relying heavily on the viral nature of YouTube and other social networking/media sites to get their message out. Not that long ago, you would only see this approach from small company. It is interesting to see this type of approach from large companies like Toyota.
The second group is Toyota. Like celebrity marriages, Toyota has gotten nothing but bad press lately. Faulty brakes, gas pedals and computers issues have led to recalls and damage to a solid reputation and company identity that stood for quality.
Enter the “Swagger Wagon” (http://www.youtube.com/watch?v=ql-N3F1FhW4). This is the latest entry into their series of viral Siena Minivan ads. It is full of sarcasm and that is a big part of why I like it so much. That sarcasm seems to be lost on many people, but I love the spot (http://www.siouxcityjournal.com/app/blogs/news/?p=1294). It features two parents who are shown to share parenting responsibilities of two cute kids. You will recognize the actors from other commercial and TV spots. The commercial is a music video format featuring a hilarious rap. The focus of their Mommy Daddy Rap is their love for their Toyota Siena Minivan. The ad is peppered with images of baby support gear like monitors, pacifiers, baby bottles, costumes, cupcakes and of course their vehicle. Honestly, no matter how hard you try you can not make a minivan cool. That is where the sarcasm comes in. I am a 40ish husband and a father of two and honest about the fact that my hip and cool days are behind me. The satire in the commercial focuses on this and resonates with many parents. Don’t ask me about the quality of the vehicle. I know nothing about it or other Toyota cars or trucks, but I like the commercial.Toyota is relying mainly on viral tactics to distribute the ad. We are seeing this type of an approach more and more. Most of these ads can only be found on YouTube. Toyota is relying heavily on the viral nature of YouTube and other social networking/media sites to get their message out. Not that long ago, you would only see this approach from small company. It is interesting to see this type of approach from large companies like Toyota.
No comments:
Post a Comment