Toyota launches "Why Not?" ad campaign, the largest in the company's history
Toyota has launched its "Why Not?" campaign, the "biggest, broadest corporate campaign in its history" according to Ad Age. Toyota would not discuss how much it will cost but the spending on the national TV, print and online ads in America, is expected to well exceed the $40 M they spent last year on ads. The campaign will run through March and focus on three corporate pillars; environmental commitment, economic impact and social responsibility. The ads were created by Dentsu America, New York; Toyota choose the theme of "Why Not?" after 6 months of consumer research.
Why is Toyota doing this? Toyota has received a lot of bad press recently such as green groups attacking them over a proposed CAFE standard and losing a recommendation from Consumer Reports. We admit to adding a few articles to the pile, noting decreases in Highlander's safety rating and 2009 Corolla's fuel efficiency. Steve Sturm, Toyota's VP-strategic research, says there is no connection between the new ads and the recent bad press, that the ads are just a way for America to better understand Toyota's corporate image.
The website toyota.com/whynot has two print ads, video of the TV commercial "Harmony" and making of the TV commercial. The Harmony commercial features a car made from twigs, mud, etc. by three people that slowly fades in time lapse images into the natural environment. The voice over asks "Can a car company grow in harmony with the environment? Why not?" and explains Toyota is working towards cars with zero emissions and "zero waste" in everything they do. Ad Age is not amused writing "striving isn't accomplishing, and it strikes us as a bit disingenuous to be selling some unattainable vision of the future."
We will have more on the "Why Not?" ads as they appear through March. Tell us what you think of the ads and if you see any of them we miss when they appear on NBC Nightly News, Meet the Press, Nightline, 20-plus magazines and even on PBS, part of a sponsorship package of Nature.
[Source: Ad Age]
Reader Comments (Page 1 of 1)
mark 11:08PM (6/29/2009)
Injured ,outplaced, unemployed toyota is unethical.Iwas forced from my job over a 4%disability I recieved at the Georgetown ky. plant.look up The Americans with disabilities act of 2008.like your racecars if your cheating your not really winning.put disabled workers back to work.
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tes 4:36AM (10/17/2009)
I think the current trend toward clean energy frightned Toyota because GM will release new car with great fuel efficiency and electric car is also the next stage. Their alliance with the Chamber of commerce is indication to kill America's progress. Screw you toyota.
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john 9:03AM (11/05/2007)
seems a lot like Hyundai's "think about it" ad campaign
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Phil L. 9:10AM (11/05/2007)
Very well done ad.
Toyota's position and appearance in the market seem to be shifting. It will take far more than an ad campaign to effect significant change.
Though, in an era where we're struggling to develop new technologies that have the capability of moving us in a new direction, it still amazes me how many resources are expended for advertising.
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Travis Rassat 9:21AM (11/05/2007)
"Why not" just spend the money on technologies to improve their environmental impact instead of telling us about what they could be doing?
Nothing against Toyota (I own a Camry Hybrid), but it seems that they've been too busy with political posturing instead of doing what got them where they are lately. What happened to their original plan of offering a hybrid version of their entire lineup by 2010, which was later changed to 2020? The new Corolla and Matrix come out, and no mention of hybrids for either of these.
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Throwback 10:22AM (11/05/2007)
Steve Sturm, Toyota's VP-strategic research, says there is no connection between the new ads and the recent bad press, that the ads are just a way for America to better understand Toyota's corporate image.
I love that comment. When Toyota was the media darling Americans seemed to understand Toyota's image very well. This is what happens when you become the big dog in the yard, everyone picks at you, ask GM. "heavy is the head that wears the crown".
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Evan 12:32PM (11/05/2007)
Hmm reminds me of Hyundai's "Think about it." ads.
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mike 5:48PM (11/05/2007)
The problem is the product doesn't match the image.
A "performance" hybrid defeats the purpose of a hybrid.
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Der_Alte 3:38AM (11/06/2007)
I would venture that the hybrid Corolla and Matrix will probably come out as a mid life upgrade for Gen 10 (unless they cut North American sales of Gen 10 short and go to Gen 11 closer to when the rest of the world gets it...the Gen 10 Corolla has already been around for awhile in other markets). Those cars would probably better benefit from the more compact HSD system coming out in the next generation Prius. I would expect Corolla and Matrix to finally get their HSD system 1-2 years after the next gen Prius goes on sale. HSD takes up its a good deal of space on the Camry already, a more compact system in the Corolla would make it a much more saleable product. Keep in mind the Prius chassis is specific to HSD whereas the Corolla/Matrix chassis must be built for a conventional drive train.
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airport krishna 6:44PM (11/10/2007)
While I could dispute much about the back-story behind the ads, the one thing they are doing is opening peoples' minds as opposed to the American mfgrs. who continually dumb down their consumer-facing communications. There are competing views and visions of the world for sure, but at least Toyota is putting it out there, agree, disagree or other.
When the American brands get out of their condescending to consumers and having to literally speell things out for everyone (which stems from how dumb they think American consumers are) maybe they'll take some risks and connect with people rather than talking at them.
GM is trying to start in this direction, but how they do it is always with stock-photo people staring into the camera, depicting GM's white-bread, sans-a-belt view of the world. May look good from corporate headquarters and the gated communities the execs drive home to, but that view of Amrerica has a myopic lens. That's why, ironically, young people believe Toyota is more American than so-called American brands.
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Hinkki Chen 5:43PM (12/19/2007)
Your ad is totally misleading. Toyota wants U.S. business but does not want to use as many U.S. components as possible or help the Minority-owened/women-owned business like the Big Three do. There is never a active program at Toyota to help the small,local business. All we got is only 2000 jobs -- low pay jobs to San Antonio, Texas. If you want to help the community, Set up a effective program to start buying more components from local/U.S. owned small business and help the small U.S. economy.
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