Tuesday, February 16, 2010
Do you want to tell them, or should I? Okay, let me. Pro-agency comments on YouTube aside, this is yet another B.E.F.* (New term, get used to it.) After seeing mommy get a timeout, Toyota’s getting too cute for its own good, especially given their recent troubles. All brands on deck means they should be focused on rebuilding rep across the board, not glossing over a recall problem by pushing happy minivan families. Customers tend to notice these things. Let me guess, PR 101 is hoping people will actually forget about the *other stuff* if you distract them with a spot for another one of their models (in this case the Sienna).
For a long time, this was a brand that had nearly the same honest, consistent tone that Honda does in its ads. It’s disappointing then that the over the top acting of a Christopher Guest Moc 2.0 meets Sonic series feels like a weaker take on the dysfunctional soccer mom Jeannie Tate. (She with Kate of Jon & Kate hair being a character I always thought some brand could make their own).
Apparently, Toyota tried here because actor Brian Huskey plays the husband in both bits (as well as Sonic guy) and actress Rachael Drummond sure is trying for ditzy. Am I being a dick? Maybe. And maybe the brand tied Saatchi’s hands and asked for the safest route possible? America, I could be off, but watch both and see which one you think works better.
*Branded Entertainment Fail (or Flail).
Posted 3:52 AM