In response to the multiple crises that Toyota has endured over the last few months, it has given its advertising campaign quite the shot in the arm. Several new commercials have been released addressing the recalls and mechanical problems, as well as commercials like the one under the magnifying glass this week.
This particular ad focuses on the newest version of the Toyota Avalon; a somewhat upscale, family size sedan. The entire commercial is filmed like an informational video from the 50s; in this case, an old airline safety video.
The voiceover for the ad is in the stereotypical, fuzzy 50s narrator voice that most of us are familiar with, and everyone is dressed in era-specific airline uniforms. The purpose of all this being to stress the silence and comfort of the new car’s cabin as it “flies” through a peaceful blue sky and fluffy white clouds.
The whole purpose of imbuing the advertisement with a 50s atmosphere appears to be the invoking of nostalgia for a bygone, innocent age in their target demographic of middle aged white people.
Its interesting to note that this has been done quite a few times with the same intent, yet no one acknowledges the prevalent atmosphere of racism and emotional repression of that era. Having said that, the commercial appears to be bordering on satirical in its presentation, and the high production value is impressive. Ad is posted below.
No comments:
Post a Comment