Has anyone seen the new Toyota ads with the leather-jacketed blond boy touting his love for the new Highlander? I’ve seen it three times but it only took once for me to make a call to Corporate customer comments, something I’ve never done before over an advertisement.
Why did I call? I have nothing against Toyota. In fact, we are in the market for a new car (or two if they both break down at the same time, both have over 130K miles.) We’ve looked at several Toyota models, particularly after the company stepped up to the responsibility plate following recent safety recalls. Toyota has historically been a great company that makes a great car.
Perhaps that’s why this latest advertisement is so disappointing to me. I felt like I’d been slapped across the face by a friend.
In the ad, a curly-haired boy of about ten or twelve years of age walks by a man who is washing his clearly past-its-prime minivan with wood paneling. The boy says something about certain people being geeks. Ok, so the wood paneling is out-dated, no argument here. He then hops into the new Highlander in the driveway, commends the woman behind the wheel (presumably his mother) on her automotive choice and says to the camera ”just because you’re a parent, doesn’t mean you have to be lame,” implying this child has cool parents because they tote him around in a brand new shiny vehicle made by Toyota.
Is it just me or is this one of the most ill-timed and poorly thought out enticements of all time?
Ok, I understand that Toyota wants to sell us a vehicle. I get it. But when so many families are out of jobs, and homes are being repossessed left and right, making what you already have last longer is not only necessary, it is fiscally responsible. And it’s not just a good idea for our own solvency, its must-model behavior for our children in order to keep them out of the ever-growing black hole of debt. When that kid has a ledger to balance of his own, he might not think Mr. Wood Paneling is so geeky after all. Until then, he needs to learn a little respect, and so do the advertisers.
Come on Toyota. Parents who drive old cars are not lame. We are trying to be financially wise and set an example of delayed gratification. I’d love a new Highlander and when the current economic climate passes maybe I’ll get one. But until then, please don’t call us “lame,” especially through the mouth of a child.
I am so glad I am not the only one who has a problem with that commercial. It completely re-emphasizes part of the reason our economy is so bad right now. People are led to believe that they need to have the latest and greatest of everything just to keep up with the Joneses. Good for you for calling their customer service to voice your concern!
I am so glad I’m not the only one who finds that ad distasteful! Part of the reason our economy is in a recession is because people think that they need the latest and greatest in order to keep up an image.
Julie… thanks for the comment. I hope people pass this tweet forward. I want Toyota to know we are not falling for their child-parent peer pressure. Thanks for weighing in! I appreciate that!
I totally agree, Sally. We’ve been crabbing about these ads, mostly because of all the lame morals and disrespect they boldly communicate. Our country will be much better off all the way around when parents STOP trying to impress their kids and START being parents… Our culture of selfishness perpetuates this notion that “everything is about me,” and these ads just add more of the same. Thumbs down, Toyota. If anything is lame, it’s Toyota’s marketing concept.
Thanks Nina. I think Toyota should sit up and notice. They must not be talking to the same families I speak to. Some people think the ad is funny, but there’s nothing funny about bankruptcy and debt. I love to laugh, but this just isn’t funny to me. Thanks for weighing in!
Sooooo, funny you should post this. Picture this…yesterday, 1 thirtysometing mama, 3 teenaged boys, 1 2000 (our newest vehicle by far!) Dodge Caravan with 160k miles, 4 squeaky brakes, 1 jam packed high school parking lot…what can I say? The brakes have been replaced…all 4 of them are new…yet, they still squeak. My son has to mention, “Yeah, guys, our brakes squeak.” Like, really? Cuz I’m pretty sure they heard me pulling up to the curb to pick them up from school, oh child of mine…btw…our new vehicle is in the form of your and your siblings braces!
Angela… love that story! My point exactly…you are driving their braces! And sometimes you can’t have braces AND a new car, so parents have to make choices, and they are not lame for doing it. Bravo Angela! Squeaky moms unite!
Sal,
I often play catch-up on emails/post/blogs. Cannot find the Toyota ad within your blog. Social media is fast and one can lose a reader quickly. Suggestive criticism, cause you matter, add url/hyper-link to your blogs for quick reference.
Dying to see it though…
Thanks for the suggestion Ed, didn’t think of that (love how you worded it too, very kind) but will include it in the future.
I’m kind of new to the blogging game. You can find the link on my facebook page, one of the last three posts, someone
put it on there for me. Thanks for reading (and caring,) you’re the best.
And this is why I am already talking with my 5 1/2 year old about commercials, why companies make them, what they are doing with them, etc. As he gets older, we will begin talking about HOW they are trying to sell us things, the message they are promoting, and whether we agree. We DVR most things so that we can avoid commercials altogether.
Good for you. Start young, and they will be able to keenly see through bad advertising. I enjoy good marketing, I detest
being insulted by it, and this ad is just plain insulting. Pass the blog on, retweet it, whatever it takes to spread the word, and thanks for your thoughts!
I agree with you Sally. I find these ads incredibly insulting to our American values. I put a petition on my web site trying to gather support to get Toyota to pull their ads off. Please consider signing it too!
As a mom in the market for a new car for two kids, I considered the Toyota Highlander until I went on their website and was reminded that THEY were the ones with this ad. I really can’t stand this ad and vowed to never buy a Toyota simply based on it. Aside from the recession and other points you brought up, what kind of idiot buys a car based on what their kid thinks of it? Pathetic! Although I am technically in Toyota’s demographic for this ad, they are CLEARLY not speaking to me.