These days, advertising is intended not only to fulfill the function of promoting a particular company but also to present a form of art, so its analysis is a matter of specific interest. Professionals apply a significant number of impressive methods, and one of them is their focus on Super Bowl games. The championship game of the National Football league is on the list of the most-watched television broadcasts. For this reason, advertisers use this nationwide interest to increase the awareness of the product or service. Super Bowl contributes to spreading videos and posters among a broad audience in a significant way. This year, Toyota has launched a huge advertising campaign titled Go Highlander to promote the fourth-generation model of Highlander. Other car companies have also started to release Super Bowl LIV commercials, and this video appears to be Toyota’s response. Its core audience covers young people, approximately aged 20, who can be referred to as the mid-price segment. To reach them, Toyota influences the feelings of viewers, depicting scenes from popular films, people struggling, and inviting a movie star, Cobie Smulders.
Scenario
It is evident that the creators have done their best to capture the attention of viewers, and the scenario is intended to arouse feelings. The video refers to scenes from the most famous movies among children, youth, and adults. They show an alien attack on the Arctic, outlaws riding home, and a boy, who stands in the rain and is unable to get into his residence. All these scenarios are connected by the same problem which the characters have to encounter.
There is not enough space for one person in each situation, and he or she has to stay alone and cope with hardship without any support, which makes the audience feel empathy. “I can’t fit! There is no room!”, the worker of the factory shouts, while explosions are rumbling behind his back (“Toyota Highlander”). “I can’t fit!” the same phrase is claimed by Brayan, who has to give the seat to his friend and finds himself without any umbrella on a rainy day (“Toyota Highlander: The Big Game Commercial – 2020 Super Bowl Commercial”). The scenes depicting similar problems resemble the most disappointing and sorrowful pieces of films. At this fatal moment, Cobie Smulders appears in the role of both mother and hero. She rescues the struggling characters in familiar movie moments, driving the Highlander, which is spacious enough to place all the people in trouble into it. The whole scene ends with an unobstructive melody, which reminds one of the adventures of heroes and their courageous victories.
The entire scenario is designed intentionally for capturing the attention of a broad audience. The scenes which are illustrated in the video are loved by teenagers, who are engaged by the idea of aliens appearing. In addition, the scenes appear to be familiar and are attractive to adults. They may become intrigued to discover how these well-known plots are going to be interpreted in the car advertising. Therefore, the core audience of this advertisement is young people, aged approximately from 18 to 40, who are highly likely to enjoy such episodes.
It is also worth highlighting that all the situations presented in the advertisement involve the same scenario. The majority of scenes include the moments when a viewer is likely to be touched and show compassion to the character, who has to encounter some difficulties or struggle. The most sorrowful instances in which a person is abandoned, has to suffer, and sacrifice themselves for their friend or lover to be safe are depicted in the video. These situations make viewers compassionate and interested in the further sequence of events.
The last scene, when a car is going down the city street and the alien is determined to pursue the car for the last time, is illustrative and intends to impress too. The creature cannot chase Toyota, and its attempts to reach the possible victims are fruitless. There is no escaping the impression that the car is the only place where the characters can be safe. Therefore, this moment highlights one advantage of the car, which demonstrates how the car can avoid accidents and keep people safe.
Picture and Music
Another aspect which is used for purpose of stirring particular emotions is the application of modern graphics and music. Advertisers use a great amount of visual effects, for instance, they create an alien who is determined to pursue a woman. The creature looks like a cartoon character and has multiple limbs and a large mouth with countless numbers of teeth. Such modern graphics contributes to the allurement of the Toyota car. In addition, music is helpful in the creation of a particular atmosphere. The melody is not imposing, it plays quietly on the background, and appears at the moment when the superhero-mother drives to the character in order to rescue him or her. Both the picture with visual effects and the music in the background create an impression of watching an adventurous movie, which is an undeniable benefit for impressing possible customers.
Moreover, there is no aggressive promotion of the advantages of the car. On the contrary, people gradually get acquainted with all the positive aspects of the new vehicle, and the focus of the advertisement is not only on the new product. The advertisement is unassuming and seems to be the background for a sequence of events. However, the major benefits of Toyota are clear for viewers.
Cobie Smulders As a Superhero Mother
The performance of Cobie Smulders is also a part of the strategy to target a core audience. The actress, famous for her role of Robin Scherbatsky in the CBS sitcom How I Met Your Mother, was invited to star in this commercial. The executive director of Saatchi & Saatchi, John Payne, explains this choice: “She’s got that cool action hero vibe but then she’s got this great personable attitude and a funny sense of humor” (O’Brien). The image of Cobie Smulders in the segment is humorous. She treats each person as if they are her own children, her behavior is casual, but the circumstances are totally unordinary in these familial scenes.
There is no doubt that she was invited in order to evoke certain feelings in viewers. Being a popular actress, well-known for a memorable part she played in the sitcom for young people, Cobie Smulders has definitely contributed to the promotion of the new product. People tend to favor a character which they are familiar with and whose image they are fond of. Furthermore, the humor and amusing manner of the actress make the video even more appealing. Her phrase in the middle of the video when the alien attempts to chase the car and sticks to its windscreen, “I just had this washed”, sound farcical (“Toyota Highlander: The Big Game Commercial – 2020 Super Bowl Commercial”). This way, the creators use a feeling of acquaintance for the second time. In addition, this trigger element adds credibility to the new product.
Mood
In general, the relaxed manner of Cobie Smulders conveys an appealing impression that despite the most horrible disaster, nothing can disturb the driver in the car. It persuades viewers that the vehicle is comfortable, spacious, and safe. Moreover, this mood is transmitted to the other characters, who had been previously close to death. It is noticeable that they are not worried or terrified, especially sitting in the car. People instantly relax when they are with the superhero-mother and feel confident. Consequently, the general mood which is conveyed in the video contributes to Toyota’s credibility. Moreover, according to Szymkowski, “Toyota said the ad is all about showing the Highlander’s capability, but it also helps we see numerous individuals inside the cabin to highlight the space inside”. This way, the advertisement marks all the benefits of new Toyota’s product.
Conclusion
In summary, being effective and appealing, the advertisement shows all the advantages of the product by playing on particular emotions. At the same time, viewers sympathize with the characters who are in trouble, laugh at the image of the superhero-mother, and admire the characteristics of the car. Watching stories of near-rescues, they subtly pay attention to the new Toyota product. This way, the creators of this advertisement induce a wide variety of feelings and find the best method for advertising the car, avoiding common techniques. Finally, the advertisement achieves its goal, as it is impossible not to be engaged and interested in the finale of the video.
Works Cited
O’Brien, Kylie. Why Cobie Smulders was the right choice for Toyota’s Super Bowl fantasy. The Drum. 2020, Web.
Szymkowski, Sean. 2020 Toyota Highlander Super Bowl commercial is all about saving the day. Road Show. 2020, Web.
“Toyota Highlander: The Big Game Commercial – 2020 Super Bowl Commercial.” YouTube, uploaded by VCU Brandcenter. 2020, Web.