Toyota and Saatchi & Saatchi Comment on Our Internet Obsessions
The new spots for Toyota’s adventure-inspiring RAV4 are dual-pronged: they aim to fulfill our now-innate need for Internet fun while also encouraging viewers to seek excitement in the real world. With help from a pink sweater-set clad “comedienne,” the online-only :15 second-long ads feature cats, memes, and a spoiler alert.
"The RAV4 audience is deeply passionate about their active pursuits – so much so, that their activities define them. They're the avid multi-taskers who easily switch from screen to screen, squeezing everything they possibly can into their busy lives," says Margaret Keene, executive creative director at Saatchi & Saatchi LA. "This campaign was created to poke fun at these behaviors by catching them in the act of being lazy. The voice in these videos is saying, 'Let's get out there and explore the world,' in the RAV4, the perfect sidekick to facilitate and enhance those active passions."
While these spots are accurate reflections of our various Internet obsessions, they can’t inform an audience there’s “No Time to Waste” unless they catch on (unlikely when we’re all too busy looking at real memes and dubstep cats). How will Toyota push these ads into their audience’s path? When we find out their strategy, we’ll let you know. Until then, behold the fuchsia knitwear: