Thursday, June 17, 2010
What a difference two months makes—and an oil spill to divert attention. When we last left the previous PR crisis du jour, Toyota was pushing safety, just not as hard as they are now in a new :30. (Six times now vs. four in a :60 then.) Would I have put the kids in this spot? Nope. Too soon. Leave the playfulness of that association for the Swagger family. Toyota acting all we’re your partner in safety buddy-buddy with earnest voiceover feels forced, not reassuring. Just give it until the fall, when we reach the BP tipping point over their inability to finish a relief well—or until a PR crisis hits the next brand.