How many ad agencies does it take to come up with a new three-word slogan for an automaker?
Six big and expensive marketing, advertising and research agencies were hired to collaborate and come up with a new slogan. What they came up with might as well have been created by the company’s accounting department. It’s meaningless and cliche.
Toyota’s new slogan, to replace “Moving forward,” is: “Let’s go places.”
Six agencies, extensive research and, surely, plenty of 30-year-old guys in skinny jeans and square glasses all working together to create a slogan that will certainly be mocked the world over. I come from a background of agency work, and I can tell you, the best slogans are created by three people in a room full of cigarette smoke and an empty bottle of brandy.
“Moving forward” at least conveyed an image of confidence and told its audience the general direction of the company. “Let’s go places” just raises questions. Where are we going and why are we all going together?
“Let’s go” would have been a fine slogan, like a rallying cry. “Go places” would have worked, too. “Let’s Go Places” is just… well… lame.
But there have been plenty of lame slogans in the auto world, in addition to some classic great ones.
Keep reading for my take, then please chime in with your thoughts!