Every so often we get to see a piece of communications that is original, clever, relevant, maybe amusing and totally engaging. Unfortunately, Toyota’s now infamous Yaris ‘Clean Getaways’ spot isn’t one of them.
It seems to have stirred the social media pot over the last few days with the usual vitriloic exchanges from the those brave, opinionated (but strangely anonymous) commentators on blog sites venting their spleens.
Indeed, some of the debate seems to question the role of social media itself, but this misses the point. Social media campaigns can be extremely effective if done well, but at the end of the day, it is only another channel – the problem here is the message.
And that is where Yaris misses the mark in so many ways. It is neither original, clever, relevant, amusing or engaging.
It consists of a set of very poor double entendres (I’d say some are barely single entendres) that wouldn’t even be funny after a skinful of beer at a comedy club, let alone as part of a commercial message.
I don’t know exactly who the target audience is for Yaris, but I dare say females do play some role – so why alienate them quite so overtly?
I have no doubt that this spot was conceived and approved by blokes who are probably still amazed at the furore, trotting out defences like “chill out”, “no sense of humour” or “brave work” in their ostrich-like way.
Shame really, because the basic idea of the promotion was sound and Toyota should be applauded for trying something different. However some ‘old school’ concepts shouldn’t be left at the door. Like quality control.
Not sure quite what a feeling this will leave with potential purchasers, but I’d imagine that someone will be making a ‘clean getaway’ to a new job in 2010.
