In the world of cars, well, what’s the difference between them all when you get down to it?
They all have four wheels. They all have windows. Engines. Horns. (You get the picture.)
In that world, how can a company really differentiate itself? As we know from any car campaign, it’s not about the car, it’s about the personality. If you’re Subaru, it’s about the love. If you’re Nissan, it’s about shifting.
In that world where there isn’t much to really differentiate yourself, I especially like what Toyota has done. Maybe I like it because they really leverage a great sense of dead-pan humor. Maybe it’s because they occupy the middle ground and tell it like it is. Maybe it’s just because they’re having some fun.
It is just a car, right? Whatever it is, heck, it’s working for Toyota. I put one especially fun video below, but check out the whole campaign at http://www.toyota.com/itsacar/
