Thursday, August 27, 2009
Or do consumers just care about power. You may have seen this recent effort by Toyota to play off their Prius hybrid spots, where they did a series of floralscapes to reinforce the car’s green theme. (The one above is next to the California’s Pasadena Freeway.) In this context, I like how it reinforces the message more than a cast of hundreds dressed in costumes that I love so much. While that may establish a larger feel-good theme that the brand wants you to feel though, I came across another series of spots which actually gives me a better reason to want to buy.
The new spots from Hoffman/Lewis (their CEO also writes Ad Contrarian), push features over broad dramatic theme. Not that it’s a problem having two different messages—consumers come in all shapes and brands seem to want multiple voices—it’s just that certain buzzwords like green tend to polarize. Watching these spots sells me on green a little less treehuggishly and more on the pragmatic aspects of the car without taking themselves too seriously.
Which works better. Flower power, or just, power?
Posted 11:39 PM