Beyond Urban Branding

Last week we took at look at the the LL Cool J Old Spice ads and talked about how those ads lacked creativity and how Old Spice squandered what could have been a stellar brand moment for them. Below, is a new Toyota ad for the 2011 Sienna. In this ad we meet the "Sienna Family". The father is a 30'ish looking White guy. While his wife pushes the responsibility of the Sienna, the husband talks about how cool his "Swagger Wagon" is. Now, while in the Old Spice ad, I talked about how really silly it was to use the word swagger (and other short term trend words) in an ad, on this ad its used perfectly. I say its used perfectly because it is under the umbrella of desperately seeking coolness that he uses the word "Swagger Wagon". Youtube wont let you embed the ad, so please click below this image and enjoy. Too bad they can't get these things to stop crashing into walls . They were onto something!! VIEW 2011 Toyota Sienna "Swagger Wagon" ad:...