Toyota: The Opposite of Sex

By Matt Van Hoven 

We’re a little behind on these Toyota Avalon “Comfort is Back” spots, but after talking with Jalopnik’s Ray Wert about them, it’s clear that Saatchi LA and North Kingdom missed the boat. Apparently, this is a vehicle for old people who hearken back to the days of cramped air planes and smokey, diesel trains.

The campaign’s slogan “comfort is back” is the exact opposite of Justin Timberlake’s song “bringing sexy back”, if you were curious. That means this car is best for napping in the parking lot at your grandkid’s soccer game and remembering how great the bygone days were compared to today’s crappiness.

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Also, in “Train” that ubiquitous tune “Mr. Sandman” plays softly in the background, nearly lulling the viewer (me, Wert) to sleep. “Bring me a dream” cooed the Chordette. Meanwhile, the entire cast of extras from Mad Men ran around in the background, looking beautiful and comfortable.

It is the height of irony/laziness/egoism to create an ad that looks entirely like a show about your industry. In reality this can’t be blamed on Saatchi or NK &#151 it is the fault of Toyota for manufacturing the ultimate in beige automobiles which, as Wert put it, are uninteresting with bad leather and seats that don’t recline enough. “Plane” after the jump.


More:Saatchi LA Makes a Pretty Prius Spot

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