Toyota Auris Japanese Transgender car ad

 

This ad is getting a lot of discussion going outside of its exclusive airing in Japan.

The ad features 19-year-old Stav Strashko, who identifies as transgender. The tagline for the campaign is, “not in trend, not casual, not for everyone, not authority, but Auris”

One lesson in advertising (particularly car ads) is make the product / car the star.

This ad is both awkward for its use of a niche personality to sell a mass market product and also fails on presenting anything about the product – I don’t buy the ‘hybrid’ body / car analogy.

It gets attention, but for all the wrong reasons and does little to sell the product. Not relevant, interesting or motivating for the category or target and gratuitous in its use of talent.

 

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Unilever Domestos Body Builder ad – meet Phil Pace

New from Droga 5 and continuing the stream of good new Aussie ads.

Good advertising relies to a large degree on insights and truths told through believable stories that are relevant, interesting and motivating. Encouraging people to engage, believe and buy.

This is a great example of engaging with the audience. We might not all be body builders, but we can all see the relevance of this story. Also nice that the brand isn’t sold to us in the first scene – we are invited on a journey that entertains us courtesy of the brand.

I would say it is a future case study in how to tackle “taboos” – this really is classic “problem – solution” advertising in a new and groundbreaking effort for the category. Credit to the team for identifying the specific problem and communicating it!

As always there is a skill in storytelling that is beautifully executed here – Phil doesn’t say anything, the narrative all comes from the VO of his partner. It draws you in and you believe in the characters and believe that it is real – real problems = real solutions. This is so much more effective than trying to create characters and situations that aren’t believable or credible and yet hope to convince the consumer. This is a sector where “efficacy” and belief are critical and this execution delivers in spades…

I’m as interested to see the media strategy to maximize this 2 minutes worth – to be honest, it only takes a couple of views and you not only “get it”, but you remember the brand, demonstrating the power of strong, strategic creative.

And what about this for a “branded” journey we all want to go on… http://flushtracker.com/ (…who said this sector was dull!!??)