When you mention Toyota these days, inevitably the jokes and barbs about their multiple recalls start rolling out. But this week, there’s been more buzz and debate about Toyota’s new campaign for the Sienna SE… or Swagger Wagon. Yup, that’s right… hip hop may have popularized the term swagger, but it looks like Toyota may have killed it.
The campaign featuring “The Sienna Family” also includes the tagline “The Sienna SE. You get it for space. But fill it with your family’s swagger.” On the YouTube campaign page, you can view a series of viral videos, proving that Toyota clearly put a lot of thought, time, and marketing miles into this campaign.
Comments across the blogosphere vary widely: some think it’s casual racism. Others feel it’s a genuinely funny parody that people are taking too seriously. Still others feel it’s an issue of hip hop’s chickens coming home to roost, shining a bright light on some the repetitive trends in many hip hop videos – parked car [check!], random inanimate objects moving in slow motion [check!], dancing girls [check! Literally, the little girl strikes a b-boy stance!].
What do you think? Should Toyota pull these ads or should viewers calm down and enjoy a good laugh?