Company: Toyota

Brand: Toyota

Medium: Online

Product: Toyota Yaris

Campaign: It's a car!

What We Like: Placing Michael Showalter in your ads earns automatic bonus points with us. These spots are pretty funny, and Showalter is the driving force behind the humor. Also, it's refreshing to see an automaker take a self-deprecating point of view from time to time.

What We Don't Like: We think Toyota is basically saying that the new Yaris is as simple of an automobile as you can find. The tounge-in-cheek humor is used to mask the fact that the Yaris isn't much more than an appliance on wheels.

Strategy: Toyota is really going out on a limb by using humor to highlight the fact that the new Yaris is a rather basic automobile. Still, the spots do manage to point out the fact that this vanilla machine has some solid features for its price point. Despite that fact, we're torn on this campaign. The spots themselves, which you can view after the jump, are hilarious but ultimately come across as spoof material put together by a competing automaker.

Grade: C (We're split, and this grade reflects our feelings. Showalter helped keep the grade from falling lower.)

Watch the videos after the jump and give it your own grade below. Also, if you use Chrome as your browser, you can head to Toyota.com/ItsACar for a more interactive experience.


















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    • 1 Second Ago
  • 64 Comments
      kmanning83
      • 3 Years Ago
      Christ these AdSpotting posts are getting old.
      Superstevie
      • 3 Years Ago
      I would much rather have these adverts than truly atrocious adverts we get in the uk for the Yaris. The American adverts show the Yaris for what it is, whereas the UK one is trying to make it cool, and youthful in a market it is not perceived as. Have a look for your self: http://www.youtube.com/watch?v=s-DYmVs3PNE&feature=player_profilepage
      2o6
      • 3 Years Ago
      Toyota has created a tounge-in-cheek reference to the fact that they didn't even try when making a new Yaris. With the new Sonic and Kia Rio, what is the point of the Yaris?
        JFT77
        • 3 Years Ago
        @2o6
        Is the Sonic actually an option? I thought it was built like **** and drove like it also.
          Jim R
          • 3 Years Ago
          @JFT77
          All reports I've read on the Sonic have said it drives pretty well. I haven't driven one myself obviously but with 140HP and 150lb-ft torque it oughta at least be quick.
          Carnut0913
          • 3 Years Ago
          @JFT77
          dealership nearby just got in a sedan. its not bad, which is not just faint praise. In its class, its a serious contender. Unfortunately my next car will be in this class (the things we do for our kids). This will be on the short list, I expect- esp with the turbo. the extra torque will be a plus. Rio, Accent, Sonic, Fiesta.
      Tim O'Connell
      • 3 Years Ago
      Toyota: F MICHAEL SHOWALTER: A+ The State: A+ Wet Hot American Summer: A+ Stella: A+
      Rob
      • 3 Years Ago
      Everything else in thee B segment is going to roll over the Yaris like a steam roller. Obviously they are far more focused on the Prius
      Bscar
      • 3 Years Ago
      anyone else find the "soft touch" commercial REALLY creepy? Like the old guy down the road from the Griffins creepy multiplied by 100, creepy.
      TokyoRemix
      • 3 Years Ago
      Potential Yaris buyer: "Wait, the windows go down AND up? STANDARD? You just sold me." I like that they brought in Michael Showalter.
      krudmuphin
      • 3 Years Ago
      The only one I like is the cupholder one, simply for the comedic timing of it. Overall these are just pathetic and do the car absolutely no justice.
      Critter
      • 3 Years Ago
      I couldn't care less about this car, I couldn't hate the slogan more, but damnit if that "Colors" commercial isn't the ballsiest, quirkiest, funniest car ad I can ever remember seeing. I'll take "other OTHER blue"! L. O. L.
      Andre Neves
      • 3 Years Ago
      Lame commercials. Fitting actually.
      emperor koku
      • 3 Years Ago
      Ha, I think these ads are amazing!
        LukaszP
        • 3 Years Ago
        @emperor koku
        i totally agree with you and they made me laugh. with all that standard stuff, this looks like a great buy, plus it is a toyota!
      chickenflauta
      • 3 Years Ago
      I think you guys are completely missing the point... Auto enthusiasts like us always talk about the Fiesta and Mazda2 being fantastic cars with great style and performance. But the segment leader here is the bare bones no frills Nissan Versa. And that's what consumers want to hear if you want to be the volume leader. Toyota has probably done the market research to realize its biggest competition here is the Versa, not the Fiesta/Mazda2, and they made a series of memorable, funny commercials highlighting that it's really just a car, but the ad can still be memorable, cheeky and fun. I really commend Toyota's marketing team for allowing its ad agency to do very risky ads lately. I'll admit some of them are a little annoying, but you'll remember them, and the average Toyota buyer (non-enthusiast) will too when he has $14,000 to drop on an appliance. That's the point, right? Once again: AB should really stop evaluating commercials based on whether they personally liked them or not, and actually try to examine Toyota's overall business strategy and positioning with the Yaris.
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