Debrief: Toyota U Trust: 100% empathy

30 Jul,2013

By Anil Thakraney

 

Cool ad from Toyota for their used cars, and it’s mighty effective too. Because it strikes at the heart of the used car buyer’s fear: that he/she will end up with a third rate gaadi, which is often the case. You gotta be terribly lucky to get hold of a decent car in the second’s market, I can tell you that from my own research which I conducted along with a mechanic.

 

Most of all, the TVC is highly entertaining. Our dude majestically walks out of his home in the direction of his car, looking pretty full of himself. Residents from the housing colony start disappearing as soon as they sight him, we soon find out why. The poor chap’s car won’t budge, and he badly needs a push. This evokes high empathy as many of us have been in this situation at some point or another. And naturally, the ad ends with the Toyota assurance.

 

Good work. The commercial is single-minded and it doesn’t bore you on repeat exposure. The focus stays on the problem for most of the duration, and I am fine with that. They don’t need to harp too much on the solution in this case because it’s Toyota you are talking about, so the trust factor is already taken care of. Smart of Toyota not to insist on ‘better branding’, that would have killed the ad.

 

Yes, I am certainly checking out Toyota’s used car shop the next time I need someone to (reluctantly) push my car.

 

Rating: (On a scale of 1-5): 4. Funny and very effective.

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

 

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