The vast majority of radio and TV commercials are so bland that they never, ever connect with me. Then, there are the precious few that do strike a chord (Think: Allstate’s Mayhem character). A few other spots, though, are so brutally painful that I wonder how, in god’s name, they generate sales.
The first features Toyota’s dealership diva, Jan. As you may recall, Jan began her Toyota gig as a meek, mild receptionist at an undisclosed dealership who would politely answer one or two questions. (FYI: In the interests of transparency, my firm represents MINI).
Now, though, she’s metamorphosed into a primping and patronizing, song-and-dance solutions provider. I never thought an ad agency could conjure up a more obnoxious company spokeswoman than Progressive Insurance’s Flo but Toyota’s done just that with Jan.
I initially heard the world’s second most obnoxious ad on a local radio station. Listening to the Kars4Kids spot was akin to hearing someone scratch her fingernails on chalkboard (and, cause instant road rage in the process). The TV spot is even worse. How do these not-so-cute, not-so-talented kids actually inspire people to donate their cars? If anything, I could see the spot triggering a drive-by shooting (I jest).
And, yet, neither Jan nor the Kids would be airing if they weren’t driving bottom-line sales. So, I guess obnoxious does indeed sell.
What’s your POV? Do you have other spots that make you cringe? Please share (and, the more obnoxious, the better).