Get In. Be A Kid

Car makers generally trumpet model redesigns with multimillion-dollar ad campaigns. Rubbermaid’s Little Tikes is taking a quieter approach to the first redesign of its Cozy Coupe in 20 years.
Trade advertising from Minneapolis agency Martin/Williams subtly mentions the just-introduced Cozy Coupe II’s “sleek new styling, state-of-the-kid electronics and custom vanity plates” in the body copy. The ads focus on the car’s amazing popularity.
One execution also features photos of a Ford Pinto and AMC Gremlin and Pacer. Next to the Cozy Coupe II is the headline, “Arguably the only good car to come out of the ’70s.” The ad notes that over the last 20 years, Cozy Coupe has outsold “any other car in history.”
And all with one design, until now. “That’s got to make Ford pretty jealous,” M/W creative director Lyle Wedemeyer said.
The campaign is tagged, “Fun that lasts.” –Aaron Baar