A splendid example of the Giddy Goat approach to advertising. Does it work? You decide
My mother used to call the childish antics of my brother and I as “behaving like a pair of giddy goats.” This ad recalls that phrase, but another personal note is relevant.
When I was 16 I spent a month with a French family learning the language. While there I discovered that the French regarded the Belgians as a bit crazy. There was even a cartoon series in one magazine called Le Monde Fantastique Des Belges.
This TV spot would have fitted in well.
It suggests that if you’re a Belgian male having a mid-life crisis, you should go and buy a Toyota, then make an idiot of yourself in the nearest abandoned quarry. As a free extra you could well get a divorce.
The only predictable thing about the ad is the political correctness – we have one black lady and one oriental.
If you want to draw attention to yourself all you have to do is stand in the middle of any shopping centre, take your clothes off and piss in the nearest doorway. I guarantee it will work, but whether it makes people want to get to know you is another thing.
I think that may be the problem with this ad. It will be noticed alright. But will it make people want to buy Toyotas? What do you think?
There’s a lesson here. Don’t marry a fat bird, a black bird or give a woman a baseball bat. This is not a car for the pussy whipped. I am ordering one now, well, right after this http://www.youtube.com/watch?v=2vs2E8H8k1A
Judging by the u-tube commercial Aston Martins are driven by insecure men with small dicks who want to destroy the peace of the Italian countryside.
If that’s all you can come up with after that Aston advert, sorry admin, you’re a souless twat.
What are you on about Rupert? Admin is usually me.
Interesting ad to launch in the middle of the company’s second multi-million global car recall. If this is how they are being driven it’s no wonder their steering wheels are falling off. I suspect this is simply a blatant attempt to counter the brand’s mind numbing blandness. In Toyota’s case a bit of bad boy craziness might not be a bad thing. Sale reps in Belgium will feel that bit cooler today when they start up their soulless Avensis.
Drayton… Who really knows, right? It’s not a direct response “call toll-free to order your car today” ad. (though some would argue, why create and run any other type – well it depends.
It may hit a chord with a certain demographic that would put that car on their “list” to check out. And that probably was the goal of the ad – not necessarily make someone run out their door to the nearest Toyota store to pick one up. It’s a conversation starter – Toyota is fortunate to have the budget to spend and wait and see. (although if these were the only types of ads they ever ran they wouldn’t be in that position more than a few more years!) And of course, if that doesn’t work — then they can fall back to advertising that really drives sales: the good old car manufacturers “dealer incentives” i.e. go in for a test drive and we’ll give you a $100 gift card, buy now for free options included, $2,000 cash off, double your trade-in, etc. Also good salesmen in the store help too! Because what’s the point of spending millions of dollars only to have a poor salesman let someone leave without buying it! Most cars sell themselves – and have nothing to do with “features” or specs or even benefits – other than hidden benefits such as: prestige, exclusivity, being part of a “tribe” whether it be “frugal”, “smart”, “carefree” “adventurous” “rich” “old money” “substitute for large manhood”, “young” “I want to drive a ________” or rather “I want to be seen driving a _____” .
An early mentor of mine, Jon Roska (Roska Direct Advertising) says: in advertising there are chickens (brand advertisers) and ducks (direct marketers) in his book “Ducks in the Henhouse”.
That all being said … if you want to piss off your wife – then buy this car. Creatively, i think a commercial of men bringing in their nagging wives to the dealership to “trade-in” for a new Toyota would have been more entertaining!
Certainly flips the bird to 50% of the buying public, doesn’t it?
Seriously weird targeting: guys having a midlife crisis who are determined to make the outcome as disastrous as possible.
The French are right.
What’s the connection between PMT and Toyotas, Drayton?
PMT and midlife crisis seem to have a lot in common
So I watched the ad and my giddy goat reaction was . . . . . “Huh?”
The car in front is a… firing squad.
Or there should be one shooting the so-called ad men.
Toyota have forgotten that women make the majority of car buying decisions. Certainly if you want to piss off your wife, go and buy one of these. I have told my husband that if he ever gets pay TV installed I will go and buy myself a Mazda MX5. So far he has resisted the lure of the pay TV sales pitch.
I have to respectfully disagree with all of the negative comments regarding this ad.
All of the guys who are worried about pissing off their wife were never going to buy a Toyota GT86 anyway. Their wives wear the pants and control their wallet, so it doesn’t really matter. The GT86 is an updated version of the Toyota Supra essentially, which appeals heavily to the 25-35 year old male bachelor demographic to which I believe the ad is targeted. The ad appeals perfectly to them and their desire not to be like the pussy-whipped husbands who have to worry about their wives reaction. The fact that it would potentially piss off a wife is a plus and enhances their perception of the sports car and re-living their crazy teen years (notice the young long-haired guy driving it around in the quarry).
Now, you might find my long-winded explanation of the ad to be confirmation of the fact that it’s too clever to be effective. But I assure you that as a 26 year old male bachelor (with no desire to marry any time soon), who’s in the market for a coupe right now, this ad spoke right to me.
I concur with Stewart here, it will help people re-imagine the brand in a more exciting way.
In terms of actually selling cars though…..
The ad hits the emotional need to rebel and have fun regardless of your age or social situation – in this case, married.
A stark contrast is shown between the shit you’re going to catch from your wife and the approval you’re going to get from the lads when you drive donuts in a quarry. As well as how much fun it will be to drive.
The contrast says “Of course you’re going to get a sore ear, but damn it’ll be worth it”.
However I feel a stronger call to action or harder sell is required to conclude the ad. Otherwise it runs the risk of failing in it’s primary objective -to sell Toyotas.
APOSTROPHES LOL.