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Toyota's "We're Sorry" Campaign
7:18 PM

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http://www.toyota.com/recall/videos/commitment-commercial.html

It seems to be the latest trend. A corporation, long after denying or ignoring a problem simply says “I’m sorry. I’ll do better.” Its nothing new, really. Politicians, preachers, and business leaders alike have done it for years. Sometimes it works, sometimes not. However, some companies do it better than others; they at least feel sincere. Where Domino’s “we know we suck” campaign miserably failed in its effort to communicate sincerity, Toyota’s recent communications are almost successful in navigating the bumpy waters between spin and sincerity.

Their recent advert, aimed at those afraid to drive their Toyotas or afraid to buy a new one, position the company in the voice of it’s employees: “WE are sorry. WE let you down as much as we let down ourselves.” The spot gives you the feeling that Toyota's employee’s are taking it on the chin. Its personal. The self-deprecation is so thick you want to take them all out for a beer and tell them it’s OK, these things happen, we forgive you. Stop groveling already.

If it wasn’t for the fact that the company ignored the problem until there were fatalities, that the reigning CEO was not only stand-offish when probed for questions then quickly dashing away in Audi, and that more vehicles keep getting added to the recall list, we may give them the benefit of the doubt. However, if we judge them by what they do, rather than what they say, the laments, promises, and apologies all ring hollow. Do as you say Toyota, even if it hurts. Then we’ll be willing to accept that apology and, as your tagline goes, Move Forward.

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