cool marketting method : Toyota

So now it looks like advertising is taking two completely separate paths: very subliminal and very direct. No one likes a salesperson telling you about crap you don't want. But the merchandise has to get sold. The two solutions are (A) subliminal advertising [1] and (B) very direct and obvious advertising [2], [3] .

Subliminal advertising is positioned below the radar and you have to be more than a casual observer to realize you are getting sold [1]. Now I think the opposite strategy is to be very direct about your intention, without beating around the bush or pretending you are doing something else. Even though the theme is parenthood in the Toyota Sienna commercials [3], it is still extremely obvious that this is an advertisement. The second unique part is the use of YouTube. Similarly, Verizon has their Big Red themed [4] silly ad. They bring you back to remember this chewing gum commercial, resurrecting its catchy idea, but reusing it to their advantage. The fact that their advertisement references the chewing gum is not at all a secret. They are playing with the idea right in front of you and you know it. There just happens to be something very appealing about a partnership.

A similar partnership is the combination of familiar Family Guy stylings into Priceline [5]. Will Shatner is reborn at the hands of Seth McFarlane. The concept is not hidden from your view at all, but the viewer is curious about what is going to happen. They are "committed" to the Family Guy perhaps, to the idea itself, and they are therefore more willing to hear what is going to happen in the ad.




References
[1] http://myklingingmindjog.blogspot.com/2010/02/fringe-subliminal-earthquake-adverts.html

[2] http://myklingingmindjog.blogspot.com/2010/02/smart-advertising-new-category.html

[3] http://www.youtube.com/sienna

[4] http://adweek.blogs.com/adfreak/2010/02/verizon-does-big-red-de-beers-ad-parodies.html

[5] http://www.pr-inside.com/priceline-com-negotiates-with-seth-r1030262.htm