Posted by Rosepixie on January 26, 2010
I’ve been finding a series of ads for Toyota lately that are clearly all part of a campaign designed to convince consumers that Toyota embodies the qualities we want in cars. Here are two of them, but I’m pretty sure I saw at least one more somewhere, so if anyone has them, send them to me and I’ll add them to this post.
I think that these images are interesting and do a pretty good job of visually conveying the ideas they are trying to represent. I think that the “precision” one is more clever, but both are equally effective.
I don’t see a lot of companies doing campaigns like this and I have to wonder why not. They really want to build trust in the brand, not just the specific products. Given how fast new products come out these days, people do rely a lot on their impressions of the brand name. You hear “Oh, I don’t buy products from X, I’ve heard they aren’t as good” or “Well, I don’t know about this new one, but Y always makes good solid products – and they’re made in America, too.” These are impressions of the brand, not the product, so it makes sense for companies to try to build their brand reputation as well as try to sell their specific products.
That’s really a long way of saying I think this is a great campaign and wish more companies did creative, clever and less focused ads like this. What do you think?