Bratty kids are everywhere, but why, Toyota, why broadcast such a scripted beast hawking a family-friendly vehicle? I can (almost-but-not-really) forgive the questionable brake recall, but this? I don’t think so.
Does this brat bug me because as kids, my sisters and I were carted in a
4 door 3 door Corvair that started with a fork jammed in the ignition? Or a Datsun pick-up truck where we squeezed like groceries behind the driver’s seat? I was that other kid, the one he mocks. But, nope, that’s not it.
Is it because my family is currently vehicularly challenged? Nissan was a lemon. Fabulous Dodge Caravans driven into oblivion not once, but twice. Transmission and recession killed the Saturn. Honda Pilot in a recall.
Is it because the Toyota spokesbrat looks eerily like my own kid, the Boy? And when this kid talks, I am horrified I might have possibly spawned such a monster?
Or is it because as a marketing copywriting do-gooder, I don’t understand how evolving Toyota’s image could ever include invoking a first-class juvenile snot to bully parents and belittle friends? The campaign is wrong on every level.
Selling $27k+ automobiles by a bratty little kid reeking of attitude alienates this potential customer. He is not a teenager, whose hormonal outbursts might also include a major case of keeping up with the
Jones Kardashian’s; behavior somewhat expected, if not acceptable.
But a little bratty elementary school kid, too young to ride in the front seat? In fact, isn’t he still in a booster, the little shit? How cool can you be in a booster seat?
I want to slap him. Hard.
This kid’s a brat. Sure, he’s an actor, surrounded by creative adults dictating his every move, writing his every word. Fingers crossed he’s a really, really good actor.
Where was the focus group on this?
And what about the loyal families that drive Toyotas and are now associated with, quite frankly, bratty kids and bad parenting? Did no one recognize how pissed off, turned off, and disgusted parents would be? Or am I the only one?