This week I am mostly liking…
The Swagger Waggon campaign by Saatchi & Saatchi LA for Toyota.
This is a strategy I having been wanting to try for a Minivan or MPV for ages. Because the choice of a vehicle like this is often seen as a sign that you have simply accepted your life as a parent and ‘given up’ it has long seemed to me that there was mileage in hero worshiping parenthood and in particular the fact that the choice of an MPV proves that its all working ‘down there’ if you know what I mean. This ain’t a sell out its a swagger waggon. By the way the promo is Number 2 this week in the Ad Age video viral chart.
And above everything else how about that for the first work out of the blocks after the recall – that’s a client with balls.
All the work is on the youtube channel here but I’ve posted a couple of videos below.
This is the promo.
And this is the back story video.
There is nothing to be celebrated here – about parenthood or the brand. This trite garbage during the worst time in their history, during one of the worst times in the industry’s history? Don’t see how this got out the door?
What I do like is that it tries to be something more than a car to stick the kids in. That idea that you don’t have to be defined solely by your kids. Whether it succeeds with that I’m not sure though, the track is a bit too cringeworthy…