Tuesday, May 13, 2008

How to let the context set up the product attribute - The Corolla way

In advertising there's always the easy way. Take a feature, do the boring brand window, do a couple of close ups with dramatic CGI effects take the music to a crescendo and finish off with a well modulated voice over. Another commercial in a sea of me-toos.

It takes a bit of daring to take the meta level of a singular thought and plug away at it relentlessly. Over the years, the Corolla brand has stood for quality and reliability. The brief has been to reinforce the consensual opinion that this car has rock solid reliability.

With such a bedrock of brand belief all that the current commercial does is to clue in the reliability in an interesting and engaging manner that becomes another chapter in the continuing brand dialogue with its target audience.

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