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Toyota’s “Swagger Wagon” campaign for the Sienna was brilliant. It spoke convincingly to young parents like myself who wish we were some version of hip, but need to tote our kiddos around instead. It did this by acknowledging that vans aren’t cool, but, hey, who cares!

And this made them sorta cool.

So I’m surprised by the ads that are in my feedreader every day.

This is the opposite of the genius of the Swagger Wagon. With the Sienna they set the bar low—Our vans aren’t cool…—and went from there. This was endearing.

Here, though, they’re assuming that I love my Toyota, which may be true, but, given human nature, they decrease my love for it by assuming my love. Nobody wants their love to be taken for granted. It’s off-putting at the very least.

Secondly, who on earth sits around waiting for an opportunity to share a story of how much they love their run-of-the-assembly-line sedan? That’s weird. People who have tales they can’t wait to tell about their cars don’t drive Toyotas…

…with some possible exceptions.

Perhaps the Sienna ads and these blog ads didn’t come from the same department, but if they did, I’d suggest promoting the Sienna ideators and restructuring so that the folks who came up with the blog ads can learn from them.

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Which reminds me of this classic Monty Python bit:

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Mad Men, Season 11:

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