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Showing posts with label YouTube. Show all posts
Showing posts with label YouTube. Show all posts

Monday, October 7, 2013

Will Ferrell Does Not Drive a Dodge Stratus



If you ever watched Will Ferrell on Saturday Night Live before he became iconic movie characters such as Frank "The Tank" from Old School or Ricky Bobby from Taladega Nights, you'll recall he was normal dad Ted sharing his day at work with his family at the dinner table.


Fast forward to this week where Dodge Stratus driving Division Manager Ted is transformed into the uber essence of raw maleness as Ron Burgundy from the film Anchor Man 2. Dodge shot 70 ads with Ferrell to launch the new Dodge Durango where we learn about neglected features like the glovebox and how many "EM-Pah-Gahs"the Durango gets.

The ads are memorable and one of the better movie and vehicle promotional ads I've ever watched.  Take a look for yourself and enjoy the Durango and a lot of maroon suit fabric to keep even the most jaded marketing professional smiling.





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Saturday, February 4, 2012

Pregame Buzz



Last year Volkswagen had quite the viral hit with "The Force" Super Bowl ad.  Of course, many forget that hit required some media spend to drive awareness about the commercial before the big game. Volkswagen did several paid media placements including the homepage of YouTube.

The awareness raised by advertising assisted sharing dramatically, but mostly sharing worked because "The Force" ad was brilliant with its adorable use of Star Wars encapsulated in the eyes of a little boy playing Darth Vader.

This year everyone is replicating VW's strategy to viral success. Ads are showing up everywhere promoting Super Bowl commercials.  Facebook ads. Promoted Tweets. YouTube homepage takeovers. Emails promoting the ads.

Here is a list of the Super Bowl commercials having some pregame advertising to drive YouTube video views along with how many views they received as of Saturday morning February 4. Each ad had it's own amount of advertising dollars supporting it.


We'll all see a year from now if one of these ads can attain the viral dominance of VW's "The Force" which has 50,014,879 views after a year on YouTube.

Acura "Transactions"
12,417,801
Honda "Matthew's Day Off"
10,913,584
Audi "Vampire Party"
3,468,337
VW "The Dog Strikes Back"
2,984,829
Toyota "It's Reinvented"
1,601,559
Chevy "Happy Grad"
1,243,390
Chevy Sonic "Stunt Anthem"
465,503
Hyundai "Cheetah"
452,094
Cadillac "Green Hill"
199,803
Lexus "Beast"
140,886

For a full review of the automotive Super Bowl ads, stay tuned as Melanie at the BeCarChic blog and I will be doing our 3rd Annual She Said, He Said Super Bowl Automotive Ad Review.
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Wednesday, January 4, 2012

Toyota What the--?!




There are some things I just do not get. Perhaps it's more about turning 40 years old in about a month or the fact that I haven't read a comic book in 25 years? Whatever the reason, the latest co-branding content marketing concept from Toyota makes no sense to me and in fact leaves a painful grating sound in my ears that is sure to annoy me for the next hour.
What I'm talking about is a video content collaboration between the Toyota Yaris and Marvel's What the--?! which is Marvel's self parody comic book.

Perhaps that is what's so annoying about the content. It is self-deprecating parody from the comic book company instead of someone else mocking them.  Add the self-mockery with some automotive brand advertising and you get something quite odd. Leaving one YouTube watcher to state the obvious: "I like these but kinda weird."

So what do you think?  Are you a fan of Marvel's What the--!? and I'm not the target here so I'm missing what's cool about this?

Though I do like their mocking of Cleveland (especially after Cleveland mocked Detroit.)


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Thursday, December 29, 2011

Chevy Goes Doritos



It appears Chevy is doing a version of Doritos Crash The Superbowl contest where video contestants can enter their 30 second spots for a chance to win an opportunity to be part of the marketing industry's favorite game - Ad Bowl. Unfortunately for the Chevy contestants the top prize is $10,000, not the potential for $1 million like the orange chip maker is doing; though, the million dollars is awarded only if the commercial "is awarded one of the top 3 spots (including ties) according to the USA TODAY Ad Meter rankings.

The Doritos campaign to win a commercial during the Super Bowl has been going on since 2007.  This is Chevy's first year.  Doritos launched their original campaign on YouTube while Chevy has decided to go with MSN's website for the hosting of their Chevrolet Route 66 contest.

Chevrolet coordinated film submissions with MoFilm, a crowdsource video site that caters to film students and pro-am video producers who can enter contests from a variety of top brands across the world.  MoFilm and Chevrolet received over 200 video submissions from the MoFilm site and then curated that list to 30 top finalists that people can vote and share from the MSN website.

It makes sense doing the voting from the MSN site, since MoFilm doesn't get the large general market traffic like MSN or a YouTube does.  Of course, if Chevy continues this contest for multiple years perhaps it too can have the elaborate experience Doritos now has with CrashTheSuperBowl.com.

Currently an ad called "Keys" featuring various keys and what they may or may not go to is leading. It feels very much like something Chevy's own ad agency could have created for the current Chevy Runs Deep campaign. Of course one wonders why Chevy is even doing a crowdsourced commercial?  Isn't this idea a bit dated and it feels more copycat than original after years of UGC ad contests. Perhaps Chevy's "happy with them in general" agency Goodby Silverstein & Partners issues go deeper than just some lack of "consistency"?

I'm personally voting for "Miss Van Der Volt!" It's so odd it is endearing and well a certain madman thinks it's worthy of a vote.


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Friday, December 23, 2011

The Germans Wish You a Happy Holidays



Everyone is doing their take on the Holiday celebration. While Lexus ties giant red bows on IS sedans, the German car companies are celebrating the holidays in a variety of ways. Volkswagen had some fun with their Facebook fans asking them to share their favorite VW-Themed Holiday photo.

 BMW is having fun featuring the new M5 that is on its way to the US soon. They decided to create "The Fastest Christmas Card in the World" where they sit an illustrator next to performance driver Urs Inauen, or "swiss stuntman" as his website refers to him.


The ad is a great example of appealing to your target audience with some custom web content. It's a simple idea: new M5 + race track + holiday = a ridiculous mess.





Mercedes-Benz created a 17 red car salute celebrating Christmas in their latest ad with an all red display for the holiday. Unfortunately, they don't make a red G550 so they shared the red peel coat paint job the marketing team needed to complete the red lineup. The video shows the excitement that goes into painting a SUV. If you don't have time to watch the video just imagine 10 seconds of Pimp My Ride without 40 speakers and gobs of fiberglass.




Audi decided to mock holiday tradition this year with its ad featuring boomer parents taking their son's new Audi A6 for a joy ride right as he arrives home.

 It's a bit dull and lacks some of the fun of recent Audi ads, but this critique seems a bit harsh though I do get the blogger's point. Christmas is about family, not superficial opulence. It is a luxury car ad so opulence is expected.



What are some of your favorite holiday ads from the automotive industry, past or present?
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Monday, August 29, 2011

The Hamster Car Dances with Halo-Like Warriors




A couple weeks ago at the Woodward Dream Cruise I overheard a couple talking with a friend of theirs after they parked their new Chrysler 200.

Friend: "So you bought the Eminem car." (laughter)

The driver, looking down at the ground: "I didn't buy it for that reason, but yeah it's the 'Eminem car.'"

Recalling the Chrysler 200 conversation, I have to wonder if Kia Soul owners get "is that the hamster car?" And does it leave people feeling pride or shame.

Good thing for Kia their young demographic probably doesn't remember much of the Richard Gere hamster/gerbil rumor.

I'm guessing most of it is pride since the campaign has been very well received and reading the YouTube comments on this latest ad shows people love and defend the hamsters.

Hat tip to AdWeek. Click here for their thoughts.


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Friday, April 22, 2011

Lexus Sponsors YouTube's Indy Film Content



YouTube is making a play for developing custom content or content that can't be found elsewhere online as it defends its competitive video position against rival Hulu. Part of that defense is the YouTube Screening Room which has been around since 2008, but appears to be making a comeback with YouTube finding new sponsors to promote the films.

What is the Screening Room? From the channel's description, it features "top films from around the world to find the audiences they deserve... While the majority of these films have played at international film festivals, occasionally you'll find films that have never before screened for wide audiences."

Today American Express is sponsoring the Screening Room, but last Tuesday Lexus did its marketing sponsorship duty and brought the Screening Room content to the YouTube audience with a front page banner ad, intro commercial before the film played, and some banners promoting the all-new CT200h filled the screen.


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Wednesday, April 6, 2011

The Toyota "Force"



I'm sure many of you remember Volkswagen's "The Force" Super Bowl commercial. If you do not, you can read about it here. You know you made an ad that resonated with the public when you get some parodies on YouTube. The best one by far is this Toyota example that brings a bit of automotive recall hijinks to the mix.

Enjoy.

Credit goes to @CGawley's blog post. Thanks Cameron.


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Thursday, March 31, 2011

Buick Goes for an Emotional Brand Campaign for NCAA



Buick is sponsoring the NCAA and as part of that effort they launched a new series of inspirational videos featuring several athletes who have overcome adversity. The campaign is called the Human Highlight Reel and as part of the launch Buick bought the homepage ad unit on YouTube last Monday.

This is all part of Buick's transformation or is it reclamation as the brand moves upmarket as a premium brand. This is the segment brands like Lincoln, Acura, Infiniti and to some extent Cadillac has played in for the past couple decades. Some people also call them segment affordable luxury. It's that awkward place between general consumer and luxury consumer vehicles, essentially the brands that cannot directly compete with the likes of Mercedes, BMW, Audi and Lexus; although, Lexus is a primary target of all these brands. Lexus breaks convention as they have beaten the Germans in some vehicle segments.

Buick wants to own the Premium space and as Cadillac continues to evolve and yes become a direct competitor with German luxury brands, now is the time for General Motors to show keeping the Buick brand, after closing several others, was a good decision. Fortunately, the products are getting better but the brand itself still has a major way to go as it assumes a more lofty aspirational brand identity.



The Human Highlight Reel campaign is a fairly typical attempt at facilitating the brand change. I'm sure the consumer research came back showing that Buick considers or the aspirational customers Buick wants to attract are free thinking (think brand agnostic), self motivated people who don't want to follow the herd. As a way to attract these consumers, the brand is trying to appeal to that person through inspirational content that shows the spirit the brand wants to embody or at least thinks its desired customers embody.

I'll admit it is personally difficult for me to see Buick as anything other than my mom's car. She had a nice, yellowish 1976 Buick Skylark coupe. It was mom's car from 1976 until the late 1980s when she finally sold it. Amazingly, it looked just as good the day she let go of it as when she bought it off the car lot. I definitely get my cleanliness when it comes to cars from my mom (my dad's Nissan Sentra had several weeks old McDonalds bags and various trash all over the floor. No wonder they got divorced.)

Fortunately, others may be more open to the Buick brand than I am and fortunately too they are making some solid products to back up the marketing change, because it doesn't matter how bad you want to attract new customers - you have to have the right products to meet the desired change.


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Tuesday, January 25, 2011

"Celebrity" Ride and Drives



Celebrity is back. Okay, it never really went away, but it seems there is a new spin on how to get celebrities interested in trying out a new car. Pair the celebrity with an interesting personality who can keep the conversation interesting and also find some time to highlight the features in the car.

For Lexus, the formula centered around the attractive comedian Whitney Cummings driving celebrities - from all walks of life - including a skateboarder, actress, and a social media author in the all-new CT 200h. The CT 200h is a new hybrid hatchback that arrives at dealerships in March 2011. There isn't much new with the CT 200h, but Whitney is a great host and makes most of the videos watchable. She definitely is the star more so than the car.

The CT 200h campaign is called the Darker Side of Green, but they extended the campaign by calling the drives Darkcasting. Why Darkcasting? It is described as "the first ever in-car after-dark talk show." I'm sure the claim of "first ever" will go unchallenged. Each drive takes place at night and the cast is Whitney as passenger and her "celebrity" driver.

You can see social media author Brian Solis in this video:



Chevrolet Casts "The Perez Hilton of the East Coast"

Chevrolet includes lifestyle and celebrity blogger Micah Jesse as a key person in their latest campaign Cruze-Arati.

Unfortunately, Micah mistakenly assumes he is doing the "first mobile talk show." Perhaps he can claim the first ever in-car daylight talk show. I'm fairly certain that claim is still available.

Micah does an in-car interview with "celebrity" Kelly Bensimon from the Real Housewives of New York City.



One odd difference is how Micah interviews Kelly on the side of the road. Did Chevy's lawyers not allow the interview to happen while the car is in drive?

Cruze-Arati is a bit more than just in-car interviews. In fact, most of it revolves around six topical experts talking on subjects like Technology, Music, Sports and Fashion. It's mainly about socially active people driving around in a Cruze and showcasing some "crazy" stories around each of the topics. There is even a Twitter account, @Cruzearati, to follow all the antics.


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Tuesday, December 7, 2010

BMW Takes Branding to a Creepy Level



This is either really cool or kind of creepy. I'm in the latter group, but you have to give BMW props for taking cinema advertising to a new and rather interesting space.

The technique used is similar to when one looks straight at the sun and then closes their eyes. Once eyes are closed, an image of the sun is captured as an afterimage. Don't believe it? Try it when the summer comes out in six months or look it up on Wikipedia (remember that site? The one that now sounds like WikiLeaks.)

BMW took the afterimage effect to a new place where they quickly flashed a bright light during an in cinema commercial and then the commercial asks the audience to close its eyes. Those who closed their eyes saw the afterimage of "BMW". It's a pretty cool idea; though, it isn't something that is easily portable as the projection of the logo requires a full installation behind the movie theater's screen. So scale is an issue.

Fortunately, we can all enjoy the concept via YouTube even if YouTube is unable to burn the BMW letters into our eyeballs. Maybe someday...


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Monday, November 8, 2010

Toyota Highlander Takes a Shot at Frugality



Jalopnik summed it up pretty well yesterday when they posted an article entitled "The Toyota Highlander Is Breeding Assholes" about the new ad campaign for the Highlander. It's a bit harsh, but it gets to the point and made me wonder if right now is the best time to be promoting obnoxious, stuck up children who look down on others in older cars.

The premise of the ad is that a child does not want their parents picking them up from school in an old station wagon. It's embarrassing when a dad pulls up in a Buick Roadmaster while the Toyota family's child has a shiny new Highlander SUV to brag about.

What Toyota forgets is that a Buick Roadmaster can be very cool. In fact, really cool in a fun car enthusiast way; hence, the headline slam from Jalopnik.


What bothers me most about the ad is its timing.

At time when frugal spending is in vogue, it is a bit counterproductive to insult families who are being sensible driving used, most likely paid off, cars. Though, I'm not surprised a car company is promoting buying a new car. Increasing used car sales or promoting keeping a car that is a decade plus old isn't good for business. Insulting frugal families isn't good marketing either.


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Monday, September 6, 2010

DC Shoes Gymkhana has Its Matrix Revolutions Sequel



I have enjoyed the Gymkhana series from DC Shoes featuring its co-owner Ken Block. In fact, in my best of 2009 Gymkhana 2 made the list. Unfortunately, Gymkhana 3 - the first to feature the new Ford Fiesta - is a sad sequel. There are no amazing moments, the car is a sad prop, the Ford logo gets its moment across a couple pairs of silicone mounds and there's enough black lighting to satisfy any college stoner's decorating needs.

Now to be fair this is Part I: The Music Video Infomercial alluding to the hope something great may come in a future part of Gymkhana 3, but starting out this way is no way to build interest for future episodes.

Gymkhana 1 was amazing. Gymkhana 2 kept it interesting and had a few great moments. This however is just sad. This is Gymkhana's Matrix Revolutions.

Nothing is really wrong with the rap by Cool Kids and the video is well shot, but it lacks any of the appeal or the fascination from the other Gymkhana videos and the Fiesta doing the electric slide in a few frames doesn't help.

One YouTube reviewer sums it quite well, "less rapping, more driving."

Perhaps all of this is to make the shoes and clothing more the star than the car, since this is an ad for DC not Ford and, if that is the case, the production team has done its job. They've turned the cool automotive lust of Gymkhana into a clothing commercial.


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Thursday, August 12, 2010

Dodge Wants Some Viral Appraisal




Dodge is extending their "Freedom" TV spot with a new online video that has an elderly woman stopping by antique stores to get an appraisal for a photo of George Washington and a few colonial soldiers posing next to a Dodge Challenger.

I do enjoy the attempt to extend the campaign online with a video that pokes fun at the absurdity of the commercial's concept and it does show Dodge has a sense of humor about the idea (how could they not?) However, I wonder if the video is funny enough to get any significant views.

It's charming for a second, but I'm not a die-hard Dodge or Challenger fan so I'm not really the target audience for the video. It had only 100 views when it showed up in my recent Channel updates screen on YouTube; though, the video has only been live since late yesterday.

Personally, I'm loving this Dodge ad more: Dodge Tent Event


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Sunday, July 25, 2010

Can't Buy a Kia Soul? At Least Get a T-Shirt



So you love the cute hamster ads Kia has been rolling out for the Kia Soul campaign, but you don't have $15,000 to buy a car to show that love. Well, Kia now has a solution - Hamstar! Hamstar is the campaign interpreted into cotton t-shirts with a hip outline of a hamster head.

I really love how Kia has owned this campaign by demonstrating several ways to engage with their younger fans. Whether it was the tour promotion, Facebook game, or the Moochie YouTube video series, Kia has kept their presence high as it targets the youth market.

Now if only someone can tell me why Hamstar needs a Twitter feed? @HamstarClothing is up and well doing nothing since a few promotional tweets and announcing to all 24 followers that the store is live; it's last tweet on July 21st. Oh well, I guess this helped check the "social" box on the marketing campaign project list.

Still, I really like the idea of adding a line of clothing to help further the campaign; though, one wonders if too much will make Kia "the hamster car maker"?

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Wednesday, May 5, 2010

Toyota Swaggers Into Effective Product Positioning



A few people have asked my thoughts on the Toyota Sienna campaign, particularly the idea of positioning a minivan as a “Swagger Wagon.” Well I have to say I love it. It is becoming one of the best campaigns of 2010.

Why?

1.) It gives the vehicle a distinct personality. This is rare these days. Most marketing today is about showcasing individual features of the car. Here Toyota is focusing on giving their minivan a unique positioning statement.

2.) It mocks the target consumer in a way that even the audience it is trying to reach finds it fun and unoffensive. Anyone buying a minivan has surrendered to a life of sacrificing style for function. Toyota’s marketing team has built off this surrendering by having some ridiculous fun with the parents by blending the hilarity of rapping middle-age parents, focusing on the lifestyle as if it is something to be desirable, and still maintain the product benefits to the consumer.

3.) The two actors are perfectly cast. Someone shared with me that they come off as “asshats” but I think they embody the sense that parenting has become too serious and really needs to relax. After years of parents over nurturing their kids, the time has come to get back to focusing on the needs of the parents and some relief from child rearing.

4.) Oddly enough it creates a sense of pride in the vehicle. The Sienna is no longer just another minivan it is a “Swagger Wagon” and that identity will stick. Good or bad, it will and those who buy one will find a sense of pride in owning it. Imagine pulling up to the next family holiday party in your Swagger Wagon. Now that’s style over function.


To launch the latest music video for the campaign, Toyota bought a roadblock on YouTube’s home page that featured a banner with an integrated video taking people to the Sienna YouTube channel. I looked at the ad unit early yesterday morning and there were around 40,000 views o the video. Tonight there are 466,748 views! A very impressive feat for a one-day home page ad unit; though, it wasn’t only the ad. Toyota received a lot of buzz coverage from the major and minor automotive blogs and some other media outlets because the video is actually entertaining.

The most impressive contribution, I didn’t once think about Toyota’s recall issues while watching it.

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Thursday, April 15, 2010

The 3 Minute Spot. The Norm for Super Cars



When you're a super car, the 60-second spot just doesn't give you enough time to showcase how awesome you are. The Pagani Zonda R released a new 3 minute video to do just that, showcase everything that is amazing about their latest sports car. Fortunately, if you produce lust-worthy, high-speed, rare vehicles the thought of getting someone to sit and watch 3 minutes of online video is not that difficult.

When planning a marketing video for online consumption, the length of the video is a very hot topic. Will people really sit through this? It's a valid concern and a lot of times most video marketing efforts could learn a lot from the brevity of Ernest Hemmingway, while the creative team gets lost in the complex expression similar to that of William Faulkner. Say things with fewer words, fewer images and more people will watch, unless you are a super car.

If you are a super car all bets are off. The advice of "keep it short" is nonsense. This video from Pagani could've been 10 minutes or 15 minutes and I still would've watched the whole thing. Unfortunately, most products don't elicit such dedication, patience or passion.


P.S. - I only did this blog post so I could talk about a sweet Zonda.

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Wednesday, April 7, 2010

Automakers Join the iPad iHype



Unless you live under a rock, you might know that Apple launched their latest device the iPad last Saturday. Along with the Apple hype and a lot of varying opinions about what the iPad means to computing, some automakers took the iPad plunge and did some marketing around the launch.

Hyundai definitely made the biggest splash with its announcement that their new luxury flagship (yes you read that right Hyundai is now a luxury carmaker) the $50,000+ Equus sedan will come with an iPad for its owner manual.

“Who reads a 300-page manual, anyway?' asked Mr John Krafcik, chief executive for Hyundai North America. 'Instead, they'll have a gorgeous colour touchscreen loaded with the manual, as well as photos of the whole Hyundai line-up.'

That’s right if you just bought a $50,000 plus Hyundai you’ll be reminded that you’ll be sharing the dealership service lane someday with a Hyundai Accent. Regardless, Hyundai definitely made the biggest PR splash with their iPad owner’s manual announcement with coverage across every major automotive blog, NY Times, USA Today, LA Times, and even several International publications.

Personally, I could care less about the iPad manual in the Equus. I'm more interested in how cool the backseat seating is in the Equus Long-Wheelbase edition.

Cadillac took a more expected path by being the first automaker to integrate fully into the new platform’s software/hardware capabilities with their integration into a trendy publication application for iPad called Cool Hunting. This probably would’ve been bigger news if Hyundai hadn’t usurped the car plus iPad news. The Cool Hunting application brings together some interesting style, hipster, trendy news stories and then integrates the CTS Coupe and CTS-V Coupe products into the app.

Lincoln and Toyota also showed up on the iPad with some media buys that coincided with the iPad launch. Funny thing though is that Toyota didn’t get much attention for its ad buy; rather, any Toyota buzz came from a custom stereo installer who modified the dashboard of a Toyota Tacoma to do the first iPad in-car installation. This in-car install had more buzz than the Hyundai Equus iPad manual news and made the installer the big buzz winner of all things iPad automotive related.


Lastly, some more gratuitous marketing ensued at the New York Auto Show that’s going on at the same time as the iPad launch. Volvo shared some pictures of their auto show models holding an iPad and I guess talking about how naughty the new Volvo S60 is or is it how naughty one can be in a Volvo S60? Oh well, it doesn’t matter because their effort worked and I made this attempt at iPad brand-association my blog post’s lead image.
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Thursday, February 18, 2010

Toyota Launches Whimsical Campaign
At Its Most Serious Time in History



It’s refreshing talking about Toyota without mentioning their recall nightmare. Okay, that was one mention. The new Sienna minivan campaign just launched and it is providing some decent ways for a brand to leverage their online properties to further promote an attempt at a viral video campaign.

The videos are cutesy comical takes on parenting and mocking the “look at me” parents who are all about style and self-congratulatory recognition. Actors Brian Huskey and Rachel Drummond play the part well. The ads are well done for what they are; though, some wonder if the timing of this campaign couldn’t be worse. Toyota is trying really hard to get people to think of Toyota beyond just the recall as they heavily market their brand and the Sienna during the Olympics.


Bill Green, who writes one of my favorite ad blogs Make the Logger Bigger and co-hosts the AdVerve Podcast, writes “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.”

I’m not sure I agree. Toyota still has to promote its new products even with a major recall. Sure the Sienna stuff is tongue-and-cheek at a time when the company needs to be very stiff and serious, but the Sienna campaign was in development long before the recent recall news and the work does fit well in the minivan segment.

Let’s face it anyone buying a minivan has already given up on being cool and probably feels smart choosing a minivan over pricier, less practical SUVs and CUVs that dominate the driveways of most families. So what better way to endear yourself to your buyers by making fun of the superiority of style conscious sport utility parents by applying that attitude to minivan drivers? Also, taking a few liberties with the “fun” of parenting is not a bad thing either.

This is not a new concept for the Toyota Sienna. Sienna’s last effort in 2007 included ads that ran on a similar theme, but slightly reversed. Instead of the parents mocking the kids, the kids mock the parents as in this commercial featuring some ungrateful kids whose new playhouse doesn’t feature leather seating surfaces like their comfy new minivan.

What I like best about the campaign is not the witty writing of the commercials; rather, the digital connection of various web properties is well executed by the online team. The campaign is made available through a branded YouTube channel that also promotes connecting to the vehicle’s Facebook fan page and links out to more information at the Toyota website.

Unlike most auto manufacturer shopping sites, the Sienna vehicle page clearly connects to the campaign and promotes the accompanying social websites; though, the call to action to “watch more Sienna commercials” on YouTube is less than exciting on a vehicle’s landing page. It’s a bit we really love our ads now go watch them and see how smart we are.

Even so, the vehicle-landing page communicates clearly and connects with the campaign in an uncluttered way while promoting a connection with the brand in social media. I really like how the communication happens across Toyota’s site, their Facebook fan page, and the YouTube channel. It is all nicely integrated and finds a way to bring the whole effort together even if it is distributed across the web.

The online flow isn’t revolutionary. It’s simple, not overdone like Sienna's “Making It Rain” ad.
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Sunday, February 14, 2010

Dodge Super Bowl Spoof: Woman's Last Stand



The Dodge ad "Man's Last Stand" was just begging to be mocked and mocked it has. McKenzie Fegan, a New York producer, created "Woman's Last Stand" in response to the Dodge Super Bowl spot.

Unfortunately there is no car featured in a woman's last stand though plenty of snarky lines are featured in the video spoof. A few lines from McKenzie's spoof include, "I will assert myself and will get called a bitch... I will assure you that size doesn't matter... I will see Paul Blart: Mall Cop twice."

I do hope I get credit for spoofing the Dodge ad first. In my Super Bowl ad review I made the following suggestion:
Personally, I felt the ad followed a common theme of Super Bowl marketing: It’s okay to make fun of boring middle-aged men. It’s the last segment of the population that is fair game to mock. Can you imagine the uproar if this concept were reversed?

Women staring blankly at the camera with voiceover by Weed’s star Mary-Louise Parker saying, “I will get the kids ready for school, kiss you goodbye and rush to get ready for my job. I will pretend to understand why you care if a team wins a game. I will fake an orgasm this weekend.” Oh wait, maybe this concept does work. Now what car would go roaring down the highway in the female gender version? BMW Z4 sDrive 35i with a manual transmission to beat the pants off that automatic only offered Dodge Charger.

Others Weigh In

Creative Officer and Chief Social Media Officer for Mullen, Edward Broches (@edwardboches), comments on the spoof and original Dodge Super Bowl ad in his blog Creativity Unbound:
"In fact you could argue that based on the type of guy Dodge appears to be “targeting” whatever attention this video generates is a good thing, reinforcing the brand’s desired image. You could even go a step further and argue that Dodge and its agency Weiden and Kennedy would have been smart to inspire the creation of this and similar opposing messages in order to generate buzz and call further attention to the original spot. Alas it turns out they’re not quite that clever or surreptitious."
I guess Edward doesn't read my blog on a daily basis. Big shock I know. But Dodge and Weiden+Kennedy were smart enough to create an opposing message ad. Sure it's not exactly what Mr. Broches alludes to, something in a similar vain of a Woman's Last Stand; instead, Dodge decided to give women their own sense of attitude in the "We Make Getaway Cars" spot featuring a fed up woman who does a burnout off into the night, leaving her sniveling man behind in the smoke of burnt rubber.

Whatever the response, the Dodge Super Bowl ad definitely made its mark on popular culture and is starting to separate itself from many of the forgetable ads from a week ago. Perhaps Dodge and Weiden+Kennedy actually know what they are doing and are creating ads with some attitude and differentiation that demand attention and, yes, even mockery.
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