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Sunday, November 14, 2010

Toyota 2011 Highlander - Scatter: "What Utter Humiliation Looks Like" Commercial



Suddenly squeezing years of value out of your car and "being a parent" aren't cool anymore, at least unless you buy a 2011 Toyota Highlander.

Nathan James points out that Billy is showing us what "utter humiliation" looks like as his bubbly, dorky dad pulls up in a 1980s green station wagon. "Parents just don't understand the half of it," Nathan says. "Lucky for me, my mom gets it. This Highlander is so cool, I actually want to be seen in it." He goes onto say, "just because you're a parent, doesn't mean you have to be lame."

It's one thing to claim your car is stylish and cool, but quite another to guilt trip parents into thinking their kids are going to become borderline bully-bait for driving something "lame". The intent of the commercial is clear, and it's admittedly funny, but the ad creative team's chosen motivation is clear as well: witty suburban snob appeal. Here's to hoping the American public takes a higher road.

Toyota Highlander - "Scatter" ad: http://www.youtube.com/watch?v=co_1lkFN80U
Toyota's Official YouTube Channel: http://www.youtube.com/user/ToyotaUSA

2 comments:

  1. This commercial pisses me off every time I see it. There is a lot of socially damaging bullying in school, and the way the commercial not-so-jokingly normalizes making fun of kids because of their material possessions blows my mind. Take the commercial down, Toyota!

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  2. Buying a new car is lame. I think I "get it"

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