Toyota’s commitment to selling more Corolla’s is no laughing matter. This is their biggest selling model and has been since I bought my first car (a blue custom pin striped Corolla I named Quasimodo!) back in the 70’s. So I am quite intrigued by Corolla’s collosal commitment to comedy both offline and online.
Let’s start with their ads-the ferocious ferret in one TV spot cracks me up and does a decent job of making the point that Corolla’s are quite inside. Even if you don’t end up putting Corolla on your short list of new car options, one can’t help but liking the brand and resisting the temptation to zap the next ad of theirs.
Brandweek covered Toyota’s extensive sponsorship of Comedy Central including an upcoming live comedy showcase to benefit autism. Toyota will be integrated into this live event on April 13 and in subsequent airings both offline and online. It’s all good fun for a good cause and just might inspire a few dealer visits.
Toyota is also sponsoring a comedy channel on YouTube called Best in Jest. They have done this before so one would expect they aren’t humoring YouTube by re-upping.
Which brings me back to my initial question-is laughter a service? If you have been reading this blog for a while, you know my opinion. With people and products all taking themselves way too seriously, clever marketers will stand up for comedy. If comedy can drive sales for Corolla, then perhaps more marketers will get on the laugh track serving up yucks faster than a mule can say “the yokes on us .” And since I’m not one to quit while I’m ahead or behind, I offer the wisdom of the humble race conductor who once said, “it’s a start.”