Ah, April Fools’ Day: Google is now Topeka, the excellent webcomic xkcd goes terminal, and my college announced that next year the campus will be dry (this was especially well-played because alcohol policy was in the process of being changed only yesterday). Among all these April 1st shenanigans, the 2010 New York International Auto Show pressed on, with its usual stock of interesting reveals (which I shall definitely be covering in the coming week). Toyota, however, decided that it would be the perfect day to launch two new video ad campaigns in order to increase attention for new models in its subsidiary brands. Oh, they got my attention alright…
BMW Lexus Films
Does anyone remember when BMW released that phenomenal set of eight short films in a series called The Hire from 2001 to 2002? If not, a brief synopsis is in order: Clive Owen played a wheelman known as “The Driver,” who takes on various risky driving-related missions. As well as being highly entertaining, these videos showcased BMW’s strong lineup at the time, including its M-model lineup. The series was an enormous viral success and helped boost BMW sales numbers that year. Today, nearly nine years later, Lexus announced a series of their own videos centered around the upcoming CT200h hatchback. And thus the first red flag was raised.
The CT200h?, I thought, That’s a luxo-economy car, isn’t it? It is. Powered by a 1.8L inline-4, the CT200h is expected to produce less than 200 horsepower. It’s also front wheel drive and has an eCVT transmission. What’s that you say? This powertrain configuration cannot possibly be fun? I agree, that’s what it sounds like to me, too. However, Lexus doesn’t think so. Watch this teaser to see what I mean:
Lexus’ new series, which apparently is set to launch on May 13th, 2010, is called Dark Ride. The name stinks of low-grade sci-fi, does it not? Anyway, this is what I’ve gathered from watching this: Lexus has made a BMW Films clone using a car that will be plagued by tremendous understeer and a 0-60 time that will be lucky if it sees the low 9-second range. As my friend accurately pointed out while watching this video, you never actually see the thing accelerate from a dig. I’m guessing that’s because no filmmaker could shoulder the impossible task of making Prius-like acceleration footage look action-packed. I don’t blame them.
Reinvent The Whiff
Swing and a massive miss, Toyota. In order to attempt to raise the hype of its new models, Scion’s advertising department has begun airing a series of episodes called Reinvent The Wheels on YouTube. A bastardly hybrid of MTV’s Pimp My Ride and the generic “contestant presents to a panel of judges” reality show model, Reinvent The Wheels pits a group of “design professionals” (the likes of which are pastry chefs, DJs, and special effect artists for independent films) against each other in a competition to see who can each best customize one car from Scion’s new, desperate line of vehicles. Of course, as you probably expected, the designs concepts shown in the first episode (all I needed to watch to get the point) are hilariously atrocious. Video literally speaks louder than text, though, so watch this:
It cannot possibly be anything but a lose-lose situation: either it’s acting so bad that it’s actually NOT funny, or these are real people. For the entire world’s sake, I’d really hope for the former.
The Real Joke
APRIL FOOLS! …I wish. But it’s no joke. There are no intentional lulz to be had here: Toyota’s marketing department is really, actually determined to use these campaigns to help their sales. In the case of the Lexus series, Dark Ride, it seems the goal is to capture a younger, more “sporty” demographic using some weird footage of a gilded economy car. With the Reinvent The Wheels campaign, Scion is trying to flout its apparent customizability to even more tasteless youths than before.
You know what the real joke is here? It’s probably going to work.