The first few times I saw this advertisement on television, I ignored it. I resented it, but ignored it. But last night was to be the last time I would let it pass without speaking my mind.
I hate the Toyota Highlander advertisement...that one with the kid who thinks he's so cool and feels sorry for the 'not-so-cool' kids in his school or neighborhood. What were Toyota and the advertising company thinking when they created these commercials?
As you can see from the advertisement, it shows a kid who's embarrassed to be seen riding their family car (an older station wagon) and this other kid, supposedly the 'cool dude' who says he's lucky to be riding a Highlander and is proud to be seen in one. He even says his parents/Mom 'get/s' it. And mind you, the ad above is only one in the series. I'm not sure how many there are exactly but they all have the same story line.
So what now?....We're teaching our children to be fixated on status symbols?...to be ashamed of what they have, what their parents can afford or where they come from??? And is Toyota also endeavoring to create a population of children who can manipulate their parents into purchasing things they deem 'cool'? And may I just add that I also don't appreciate how, at the end of this commercial (part was cut off in the youtube video embedded), the boy said his Mom was 37years old and the Mom had the look of resentment on her face, like she had been seriously insulted. The Mom's insulted look insulted me in return. It simply was not amusing over all.
In the midst of these nightmarish economic times, and at the height of the economic recession, a lot of people went back to the basics. A lot of people realized what's truly important and learned to let go of the 'clutter' in their lives. People have begun caring less about status symbols or keeping their 'keeping up with the Jones'' mentality. I thought it was a liberating time and indeed a time for evolution. And now this.
I can only hope that viewers will be discerning. Most of all, I hope our children are able to see the lies behind such idiotic and capitalist agendas. I don't hate Toyota, and to be honest, even after the massive recalls, I think I'm still a Toyota fan. I continue to drive one and I dream of owning a Prius someday (unless I'm able to buy a Nissan LEAF first!). But seriously, Toyota....you guys need to do a recall on these objectionable ads. You may think they're cool and cute and leave your audience wanting your product. In truth though, all the ad leaves is a really bad taste in our mouths.