Toyota, it is not just me.

A little over a week ago, I did a blog post about a Toyota Highlander commercial that I had seen the week before while watching Monday Night Football. A couple of interesting things have happen since that post. First, I found that there are others who are equally disturbed by the content of Toyota’s “lame parents” commercial. This surprises me in some ways because I have grown accustomed to being disturbed by events, ideas and situations that do not seem to bother anyone else while at the same time favoring thoughts, ideas and viewpoints that do not seem popular with very many people. Several bloggers have said very well what I was trying to express in my initial blog. If you have time, read what Barbara Bell, AutoAdOpolis, Time and The Simple Dollar have written.

The other thing that I have discovered in reading what others have written about the “lame parent” commercial is that Toyota is making hay even in the midst of protest. Almost all of the blogs that have advertising on them generate links to Toyota products. Such is the power of the internet. Even in the midst of expressing displeasure, Toyota’s product is still the focus.

A third thing that gives me pause comes from somewhere long ago within or at least alongside my religious experience. Growing up, I remember hearing about churches and preachers that where taught against watching television.  At the time, such an idea seemed downright cruel. I could not imagine why any religion would deprive its adherents of access to The Wonderful World of Disney, Daniel Boone or Hogan’s Heroes. I was thankful that my branch of the Baptist family tree was growing in a more enlightened direction. Now, I wonder. Perhaps Newton Minow, then chairman of the Federal Communications Commission, knew what he was talking about when he said in 1961:

When television is good, nothing — not the theater, not the magazines or newspapers — nothing is better. But when television is bad, nothing is worse. I invite you each of you to sit down in front of your television set when your station goes on the air and stay there for a day without a book, without a magazine, without a newspaper, without a profit and loss sheet or a rating book to distract you. Keep your eyes glued to that set until the station signs off. I can assure you that what you will observe is a vast wasteland.

The current Toyota advertising campaign adds weight to Minow’s conclusion.

Seriously, Toyota recall the Commercial

Now it is personal. When I first saw the Toyota Highlander commercial I was concern about children and parents in general. Now my concerns are a little closer to home. Even as I was making a list of the reasons that I do not appreciate the new Toyota Highlander commercial, my niece was calling my sister lame.

Obviously my niece did not learn the word from a Toyota commercial. Nonetheless, she does not need to have her vocabulary choices reinforced by the advertising department of a multinational corporation.

Toyota should apologize and encourage all of us to use nicer words when we talk to each other.  “Sticks and stones may break my bones, but words can never hurt me” provided the last line of defense in childhood arguments. Today, we know better. Words matter. They have meaning and they can be hurtful. Toyota, you can do better

Toyota, Recall This Commercial

The first time I saw the commercial I laughed a little.  Well, I did not laugh out loud, but I did chuckle on the inside.  At first glance, the commercial appeared cute.  Frankly, it would be difficult for a commercial featuring an elementary school-aged boy with shaggy blond hair not to be cute.  Where Toyota messed up was in airing the commercial of their Highlander too many times in one ballgame.  Before Monday Night Football was over, I had seen it four times.  By the fourth time, I was no longer chuckling on the inside.

Four times I had heard the cute little elementary school-aged boy explain that in spite of his low tolerance for “dorkiness” his parents insist on transporting him in a vehicle that screams “geek.”  Four times I watched him climb into the neighbor’s Toyota Highlander, after which he pointed out to his audience that just because you are a parent, does not mean that you have to be lame.  You get the picture.  If your parents will or can not buy a Toyota Highlander, then they are lame, dorky, geeks.

I have seen an untold number of commercials in my lifetime.  Why did this hit me the wrong way?  Maybe it was because our church had just completed our Family Promise host week.  This is a ministry that networks local congregations together to provide shelter for homeless families.  We hosted three families, each with their own stories of how difficult it can be to keep a family together.  When I looked at the parents in those three families, I did not see dorky, lame, geeks, but parents who were working and hoping as hard as they knew how that they would be able to take care of their children.  I saw parents who were facing challenges head on and in need of assistance, not a manipulative commercial designed to make them feel worse than they already did.

In fact, when I see parents doing what they have to do to keep their families together, I don’t see lame, dorky, geeks.  I see heroes.  What the cute little boy in the commercial may not be aware of is that not all parents provide for their children.  For the almost half a million children in the United States who live in foster homes, whatever vehicle their parents could provide for the family would be inconsequential compared to the immense satisfaction of  being able to be with parents who are doing their best to be good parents.

What is glaringly absent from this commercial is civility and gratitude.  The elementary school-aged boy walks out of a house, past a minivan, and at least one of his parents, without a hint of gratitude.  He may not have a Toyota Highlander, but neither does he have any appreciation for what he does have.  While we might be surprised to hear words like lame, dorky, and geek from an elementary school-age boy, their use in this commercial takes on a sinister hue when we realize that they were put in his mouth and directed at his parents by the advertising department of a multinational corporation that usually tries to portray itself as responsible.   Responsible adults should not have to resort to such childish language to sell their products.

The bottom line is that cars don’t make families; time spent together does. Lots of time spent together on special days, and on ordinary days, make families.  In cars and out of them, at home and at parks, families become stronger and richer when parents invest themselves in their children.  That may sound lame, geeky or dorky, but that is what it takes to build strong families.

What I don’t understand is why does Toyota need this sort of manipulative and demeaning advertising?  They make great vehicles that last forever and have great resale value. Why isn’t that enough to sell their product?