Toyota’s Big Bucks Marketing & Ad Spend

Despite a significant drop in retail sales since CARS, aka Clunkers, made them king of the hill, Toyota, according to industry reports is about to spend $1 billion … yes the “b” word on marketing and advertising in the fourth quarter which started a few days ago.

It will be interesting to follow this huge jump in spending to see (a) where the media bucks are going and (b) what the creative will be. Toyota’s ads have been rather bland and lackluster except for the Prius and that’s not exceptional. Toyota’s choice of media from what I have seen, heard and/or read is suspect.

Like Goofy Motors, their advertising is creatively challenged and lacking in focus, much less a rational, believable raison d’être. The brand’s loss of sales and market share, the quality recalls and now the legal predicament need more than an emergency room triage fix. This is major life support for the brand and its dealers.

That said, Toyota is to be complimented on this aggressive and dynamic move. They can and should set the pace for the automotive industry not just in cars sold, but also in their approach to marketing.

Play It Again Sven … Please

DDB Stockholm, Volkswagen’s Swedish advertising agency recently launched a campaign dedicated to the idea that something as simple as happiness is the easiest way to get people to change habits and attitudes.

Like getting people to do some physical exercise by skipping the escalator and walking up the stairs – better for the individual to get the exercise of walking than riding. Make it easy. Make it fun. Make it like this. Click here for a truly enjoyable, fun and motivating commercial.

And getting people to pick-up or dispose of trash can be a daunting task, except if it’s done with humor, style and good natured. Here is another from DDB for Volkswagen.

Gyrating Motors Newest Caddy Ad – YGBK!

Fritz Henderson in 2010 Cadillac SRX.

The new Cadillac SRX advertising of its smart looking crossover running through the usual scenic backdrops has seeming countless supers exclaiming, proclaiming many attributes using various “re” words – reinvigorate for example.

Now a one-word review: regurgitate.

Then there’s the Buick LaCrosse’s selection – paid of course — as the official automobile of the 2nd Annual New York City Wine and Food Festival., a huge event for the city known for its many foodies.

I discovered the association in a splashy, colorful ad for the event this week in the NY Times, which included a barely visible Buick logo with 6 point or smaller type proclaiming its status as the official car. Curious I went to the events website, to see more about Buick  … but nothing is there. Not a logo, not a mention, not a word.

Who wants a car at a food and wine festival anywhere, especially New York City? Parking is either very expensive or non-existent. Driving is dangerous enuf without an infusion of booze and wine and it is against the law.

If this is an element of the new social networking, Twittering, Facebooking, what in hell were they thinking? If it’s not, it requires the same response.

Subaru’s Big Clean-up Infomercial

Everyone who has ever gone off-road knows the car is going to get dirty, really dirty and will require a couple of trips to the local carwash to get rid of the dirt and mud which can be a pain the you know what.

But  Subaru has taken a clever, in fact very smart approach to support the launch of the brand’s new 2010 Subaru Outback. It’s an infomercial featuring Outback detergent and a spokes-skunk.

It’s a parody of the late night televisions shows selling a variety of goofy gadgets, bizarre businesses, credit counselors, enviable extensions and other products and services one cannot live without.

Except the Subaru Outback owners are known for their active lives, which will get their cars dirty. Enter Outback Detergent, guaranteed to clean-up any mess or stain.

Click here for a good idea well executed and produced.

Created for Subaru by the brand’s agency of record, Carmichael Lynch of Minneapolis, the infomercial is designed to expand the reach of the brand and will run in stores, on-air, on www.subaru.com and in targeted direct communication.

15 Car Garage With Attached House in Tucson

I was intrigued by a real estate ad in last Saturday’s Wall Street Journal advertising a “15 vehicle car vault” in Tucson. Had to check it out, not that I can afford it, but was curious about how the top 2% of Americans live. Check it out yourself. And if you’d like to see more mansions with massive car vaults AKA garages just go to www.carproperty.com – it’s like a candy store for car collectors with deep, very deep pockets.