This is a perfect case of how marketing ought to be done. You have a case of a product that was stuck in the ‘uncool boring ‘ category. All the 20 and 30-somethings out there who are having kids now grew up in a time when minivans were the antithesis of cool. Then Toyota got Saatchi & Saatchi, Los Angeles and they DELIVERED.
This ad turns 2 things tradionally considered ‘uncool’ dead into the cool zone : The Minivan AND …..(gasp)…Parenting! I suspect it really helps that Saatchi & Saatchi assumes the customer understands something 99.99% of the staff at most agencies think only ‘they’ posses : A sense of irony.
Assuming the target audience is as smart as the people making the pitch is on of those fundamental axioms that is rarely respected much to the marketeers detriment when evidence repeatedly points to the contrary.
Rap is considered on the planet on the opposite side of Parenting and Minivans. And yet it works like a dream here. The video went viral on release and it deserved every bit of the positive publicity. Client: Toyota Sienna Title: Swagger Wagon Agency: Saatchi & Saatchi, Los Angeles.