31 August 2014

Toyota Klanger: Worst-ever rock song adaptation for advertising?

With the footy season reaching the pointy end, we're sure to see a lot more advertising from Toyota, official sponsors of the AFL Premiership. Sadly, that will mean many more exposures of the horrendous current 30-second TVC for Toyota's large family 4WD, the Kluger. This ad is based on what must be the worst-ever adaptation of a popular song as an advertising jingle. Think of the much-loved Creedence Clearwater Revival song "Down On The Corner", then read these lyrics:

Early morning netball
It's sideline coffee time
The boys begin stretching
Soccer's next, let's ride
Need another latte
To cheer on the team
Dad and the four kids exhausted
Mum will be up for a week.
Unbelievably clunky, unfunny and far from clever. Add a half-hearted and poorly-enunciated vocal performance and every visual cliché about "soccer moms" and WASP families you can think of, and you have an absolute shocker of an ad.

Is this really the best creative idea Toyota's agency Saatchi & Saatchi could come up with to differentiate the Kluger from its competitors? Apparently they reckon a lame anecdote about Mum drinking too much latte is something the target audience will relate to and find funny and appealing, in a way that helps build preference for Kluger.

It might work marginally better as an ad for decaf coffee. Or birth control.

1 comment:

Adam 1.0 said...

Oh, is "mum will be up for a week" because she's had so many coffees? I never got that, I thought they'd just thrown any old lyrics in at the end and gone to the pub.