Toyota’s Ad for the 2014 Corolla Shows How Not to Sell Cars | CMO Strategy…

30 Мар 2015 | Author: | No comments yet »

The New Corolla Commercial Is Full of and Self-Reflection

I can imagine the roomful of when Toyota debuted the TV commercial for its campaign to launch the Corolla. Called Style Goes Out of Style, it shows past Corolla models by period-appropriate dancers, music and Even after hearing the extensive research and intent went into its creation, the must have begun to calculate how they were to sell the cars in spite of it.

The ad a textbook case in mistakes to when you contemplate your campaign, with these broad points to keep in

The days of announcing branding are No ad can say a brand is cool or different, or claim any other quality, consumers are too cynical and distrusting to it anymore. The Toyota spot considerable time and obvious to declare that the Corolla has been with it, when we it has been mostly a boring, and otherwise highly successful MTV had a saying long ago that if you had to say you cool, you weren’t. Corolla

Self-reflection isn’t differentiation. is ever going to love brand as much as you do unless, you, they’re paid to that way. The company’s release about the new Corolla many design changes must be important internally, but the glimpses that the outside is given in the spot, it looks well, every other car in its There’s something almost about how the new model is presented unintended, I’d expect). The are more memorable.

Complicated research conclusions are The company says that its research told it that 1) are looking to upgrade their 2) they’re looking for a real car to get there, and that, implicitly 3) the campaign should continue the of the company’s Let’s Go Places direction. Not only does of that make any sense notably, Millennials don’t see as symbols the way their parents but how Toyota got from that to the TV is beyond me.

Repetition of nonsense is still The ad is part of a vast campaign, so it be defended with the breakfast gambit (sure, there’s no in the box, but when served an apple and glass of orange it’s part of a balanced Toyota lists all of the mobile, and experimental components that the campaign, but they seem to all the same nonsense. There’s to be said about staying on but not to the exclusion of saying anything to anybody.

I’m not as much surprised as that such nutty and misconceptions about advertising marketing overall) can lead smart, creative people to their effort, money and the of would-be consumers. I’m there are binders full of for why it’s stunningly brilliant and there’ll be metrics that the spot a wild success. But those arguments, or valuing outcomes, requires that you ignore the four truisms I above.

Advertising used to be about information that was memorable, and useful. By those measures, the new spot delivers only an punch to Toyota’s dealers, who need to meet really sales quotas. Doing so is to require a lot more than dancing around cars.


JONATHAN SALEM is the author of A Thousand Words: Why We Fight The Tyranny of Brief, Incomplete, and the president of Baskin a marketing consultancy. You can follow him on @jonathansalem.

Toyota Corolla
Toyota Corolla
Toyota Corolla
Toyota Corolla
Toyota Corolla
Toyota Corolla

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