Driving A Minivan Can Be “Cool”?






(Wood, 2010)

Throughout my courses I have learned that one of the most important steps within the advertising and marketing industry is identifying a product (and brand’s) target audience. It is such a crucial step that it can lead to the complete success or failure of an advertising campaign. When deciding on the creative aspects of the advertisement, the target audience’s demographics, psychographics and geographics truly shape the end product.

I was shown an online commercial in one of my classes that served as an example of how an advertisement targeted a specific audience in a very creative way. The advertisement was for the Toyota Sienna van. It was released in May 2010 and was created by the advertising agency Saatchi & Saatchi Los Angeles (Creativity Online, n.d., para. 2-3). It was directed by Jody Hill (Creativity Online, n.d., para. 7).

Check out this YouTube video link entitled “Swagger Wagon Toyota“ posted by Sienna (Sienna, 2010 May 2).

https://www.youtube.com/watch?v=ql-N3F1FhW4

 



The online commercial was shot in a format that mimicked a rap music video. They used the trendy term “swagger wagon” to describe their new family van. The actor’s play the role of a mother and father who rap to a catchy beat about how “cool” it is to be parents driving a Toyota Sienna. They showcase the Toyota Sienna as if it is a glamorous sports car and not a family minivan. They give the everyday family van a new attitude and personality.

I think that the angle that the advertising agency Saatchi & Saatchi Los Angeles took when creating this online commercial is brilliant. I admire how they found a way to make a family van appeal to a younger demographic of new parents and couples with children. They transformed the image of a regular, everyday family van into an exciting, fun and attractive family vehicle.

I know they affected my opinion of driving a family van one day. When I was in high school I drove my parent’s minivan and I have to admit it was kind of embarrassing. I never looked at it as a “swagger wagon.” After watching this online commercial I can admit I am excited to one day drive a “swagger wagon.” The lyrics and music are both funny and memorable.  I replayed it more than once myself. I even felt the need to share it with my family and friends. My boyfriend who has always been dead set against owing a minivan admitted he would drive a family van if he could refer to it as a “swagger wagon.”

Now I have shared it with you! What’s your opinion about the Toyota Sienna “Swagger Wagon” online commercial? Did it change the way to view driving a minivan?

 

 

References:

Creativity Online. (n.d.). Toyota: Swagger Wagon. Retrieved from http://creativity-online.com/work/toyota-swagger-wagon/19873

Sienna. (2010, May 2). Swagger Wagon Toyota [Video file]. Retrieved from https://www.youtube.com/watch?v=ql-N3F1FhW4

Wood, C. (2010, May 5). Toyota Sienna ‘Swagger Wagon’ Commercial is Hard-Core and Humorous [Image]. Retrieved from http://www.autoguide.com/auto-news/2010/05/toyota-sienna-swagger-wagon-commercial-is-hard-core-and-humorous.html