Filters

Toyota: Tacoma Double Cab “Girlfriend” Commercial

This 2004 Toyota Tacoma advert, showcasing a woman gleefully destroying her boyfriend’s truck, became a viral sensation. This success stems from its clever humour, relatable scenario, and unexpected twist, resonating with viewers on an emotional level and sparking widespread online sharing.

The video follows the Problem-Agitate-Solution (PAS) framework. It establishes a problem (the boyfriend neglecting the girlfriend for his truck), agitates it (the girlfriend’s frustration), and then presents a humorous “solution” (destroying the truck). While not a literal solution for viewers, it acts as a cathartic release for anyone who’s felt similarly ignored. Additionally, it fits within the AIDA framework: grabs Attention, builds Interest in the scenario, creates a Desire (for vicarious revenge or to see the outcome), and implicitly encourages Action (visiting toyota.com or considering the Tacoma for its ruggedness).

OBJECTIVES

  • Increase brand awareness and recognition for Toyota, specifically the Tacoma Double Cab.
  • Position the Tacoma as a tough and durable truck capable of handling any terrain.
  • Appeal to a target audience of adventurous individuals, particularly younger demographics.
  • Generate buzz and social media discussion around the Toyota brand.

THE HOOK

  • Humour/Unexpectedness: The first few seconds show a truck doing “donuts” on the beach, followed by a seemingly vengeful woman. This unexpected juxtaposition immediately grabs attention and sets a humorous, slightly off-kilter tone.
  • Relatability: The scenario of a neglected partner taps into a common experience, particularly within the target demographic. Viewers are instantly drawn into the narrative and want to see how the situation unfolds.
  • Intrigue: The woman’s initial words (“Hey Mike, I know you think your truck is totally sick…”) create anticipation. It’s clear there’s a conflict brewing, making viewers curious about what she’ll do next.
  • Visual Appeal: The varied settings (beach, desert, cliff edge) and dynamic visuals (truck action, the woman’s expressive face) maintain visual interest and prevent the hook from becoming static.

WHY IT WORKS

  • Humour and Surprise: The advert’s humour is central to its success. The woman’s over-the-top reaction is funny and relatable, while the unexpected twist at the end adds another layer of humour.
  • Relatability: The core conflict of a partner prioritising their vehicle over their significant other is something many can relate to, creating an emotional connection with the audience.
  • Strong Visual Storytelling: The visuals are dynamic and engaging, effectively communicating the story without relying heavily on dialogue. The dramatic cliffside scene, while exaggerated, adds to the entertainment value.
  • Clear Product Placement: Despite the humorous approach, the Tacoma Double Cab is prominently featured throughout, and its durability is subtly implied through its survival of the fall (disclaimer notwithstanding).
  • Memorable Ending: The final shot of the undamaged truck with the tagline “Get the Feeling” leaves a lasting impression, reinforcing the Tacoma’s ruggedness and connecting it to the emotional experience of the advert.

TAKEAWAYS

  • Humour can be a powerful tool in advertising, particularly when combined with relatable situations.
  • Unexpected twists and turns can keep viewers engaged and make adverts more memorable.
  • Strong visuals are essential for telling a story effectively, especially in short-form video content.
  • Even humorous adverts should clearly showcase the product and its key features.
  • A memorable ending can help solidify the brand message and leave a lasting impact on viewers.

KEY ELEMENTS

  • Introduction (hook): The woman addressing “Mike” while a montage of Mike using his truck and ignoring his girlfriend plays.
  • Problem statement: The woman expresses her frustration at being neglected for the truck.
  • Solution (product/service): Humorous “solution” of pushing the truck off a cliff—subtly highlighting the Tacoma’s durability.
  • Benefits and features: Implied durability and ruggedness of the Tacoma.
  • Call to action (CTA): “Get the Feeling” tagline encourages viewers to visit toyota.com and connect the feeling of satisfaction with the brand.

MAKE IT YOURS

  • Focus on a Relatable Problem: Identify a common problem or frustration within your target audience’s daily lives or related to their industry.
  • Offer a Humorous “Solution”: Instead of directly showcasing your product, present a humorous “solution” to the problem that indirectly highlights your product’s benefits or features.
  • Tailor to Your Audience: Adapt the humour and scenario to resonate with your specific target demographic. A B2B advert might use more subtle humour, while a B2C advert can be more playful.
  • Showcase Your Product’s Benefits: While the approach should be humorous, ensure your product’s key benefits or features are clearly demonstrated or implied through the scenario.
  • Create a Memorable Ending: End with a strong tagline and clear call to action. This could involve visiting your website, requesting a demo, or following your social media channels.

Remember, the core principle is to create a humorous and relatable scenario that resonates with your audience and leaves a positive association with your brand, even if the “solution” is not a literal one. Prioritise storytelling and emotional connection over direct product promotion for a more engaging and shareable video.