I want a minivan and I don’t want to be judged! When I was in my early twenties, I drove a minivan and it was the car-of-choice among me and my friends. We didn’t care what we were driving in, as long as we were together and the music was loud. I could fit 10 people in that minivan; it was a punk rock clown car.
I now fit the profile of a minivan driver—I’m in my thirties and I’ve reproduced—and therefore I’ve been told by friends and family that I absolutely cannot drive a minivan.
It’s not fair!
I have musician friends who drive minivans. So, it’s okay to open that deliciously-easy sliding door if you’re taking a bass guitar out of it, but it’s lame if my son is the precious cargo?
Enter Toyota’s new “Meet the Parents” ads for the Sienna Minivan.
These ads are pure genius, playing on an oft-forgotten truism of cool: There’s nothing less cool than trying to be cool.
Will the ads convince naysayers to enter through the sliding door? I live with one data point who might be coming around. As for me, I consider myself an early adopter. (How cool is that?)
This data point — the one who lives with the author of this post — is sooooooo not coming around. Sorry honey.
The only thing cooler than a 2010 Toyota Sienna? The 1998 Toyota Sienna I’ve been driving for two years, prior to the birth of my daughter. The best part? After parents gave it to me, they missed it so much they ended up buying a new Sienna. How many retired boomers buy a minivan after their kids are out of the house? Now that’s love!
I purchased a swagger wagon. Now if I could only find the friends to populate the seats I’d be able to cruise around town in sweet victory!
As a relatively new mini-van driver, I have 3 words for you that won my husband over – Automatic. Sliding. Doors. I can’t express how valuable it is to be doing the daycare pickup in the rain or snow and be able to open the doors from across the parking lot and have my son climb in and get into his car seat by himself. It’s little conveniences like this that meant the minivan was the only car we test-drove.
I heart my swagger wagon. When I saw the ads on television for the first time I laughed out loud. When I saw them the second time, I turned to my husband, who is not in marketing and I’m not sure really understands what I do for a living and said, “that’s what I do!”. I hunt for insights as brilliant as this one. The campaign is obviously founded on a brilliant insight!
The Toyota Sienna is the best. As a driver of a fully loaded, black, 2010 Sienna, I am one happy mama. My parents came for a visit last weekend and we happily traveled all over – together! We would have otherwise had to rent a second car and follow eachother around. Not to mention, we can jump in back and tend to a crying baby (or two in our family) – and not skip a beat. I couldn’t heart my Sienna more.
My slogan when we first decided to break down and go minivan shopping was, “there are other ways to feel sexy”. Now with the ad campaign, I can drive around in my swagger wagon AND feel sexy. So there.