What the Truck?!

thanks guys! turns out we're only in the pregame. :( So we're keeping our fingers crossed for as close to kickoff as possible.
 
Its the day after the super bowl and we've got 11 complaints and counting! (4 to the station, 7 to the client) And its only aired once so far! Woo hoo!
 
Ha attention is attention right? I say good for the client for going out on a limb. Too many boring car commercials with low production values. This one looked fantastic and definitely caught my attention. You did a nice job of showing off the big bad ass truck without having it be all about fancy crane shots of the truck. Nice work!

Just curious but does toyota care what their dealers do at all as far as advertising? Didnt know if they put any regs in place or any general guidelines. Who really takes the time to complain about these things though? I would imagine they arent customers anyways.
 
jdajda said:
Who really takes the time to complain about these things though....
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Umm, people with kids/morals/etc who are tired of advertisers resorting to more and more crude levels for "shock value".
And you should probably know that people are going to be overly sensitive with the Super Bowl with the whole Janet Jackson incident a few years back.

I did like the "what the car" at the end though.
 
jdajda said:
Just curious but does toyota care what their dealers do at all as far as advertising? Didnt know if they put any regs in place or any general guidelines. Who really takes the time to complain about these things though? I would imagine they arent customers anyways.
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Toyota actually has very strict but very specific guidelines about their advertising. They don't seem to care what you say as long as you don't use the word "beat" "best" or anything like that (i.e. "we'll beat any price"). Also you can't put a Toyota and another car in the same shot.

When we submitted this to Toyota they let it pass but told us we might have some trouble with Regional but we never got a call.

Look 1st said:
Umm, people with kids/morals/etc who are tired of advertisers resorting to more and more crude levels for "shock value".
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I can see that. And since the Super Bowl pre-game it has only aired after 9pm and only during programs with similar content like South Park or Two and a Half Men (which used almost the same joke in last week's episode) and we continue to get complaints here at the ad agency, at the dealer, and at the station. We recently reshot the line "Truck You" as "The truck is your problem?!" and that version begins airing today. We'll see if that makes any difference. The main thing, though, is that everybody is talking about this ad. There's very little you can do to make somebody turn off their TV and go buy a car. What you can do, hopefully, is get inside the viewer's head. So that when he/she is ready to buy a car, you're the first dealer they think of.

Also we don't see it as shock value. We wrote it because we think its funny. Not because we think people will be shocked by it (that's just a bonus). I read an article in AdWeek recently with a study that showed that people who complain about your ads often still shop at your store. We have a follow-up ad coming in a couple weeks that is aimed at the complainers.
 
Interesting on the Toyota regs - glad to see they have a sense of humor and let you do this. Good idea targeting the complainers - the people who liked it will get a kick out of it and perhaps the complainers will complain even more!

Reminds of a bad local commercial series here for 1-800-2-sell-homes (its on youtube I think). Its the worst production I've ever seen with the worst acting ever. Kinda the opposite direction but it still gets people talking...
 
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