Toyota Highlander Kid Sucks

I don't think I could write anything new with regard to contempt for the recent advertising for the new Toyota Highlander. (If you haven't seen them, the ads star an eight-year-old boy with messy reddish-blond hair disparaging other vehicles: his message to parents: You don't have to be lame, buy a new Highlander.) In fact, when it comes to Internet "rant" articles on the subject, it's impossible to tell whether the authors have plagiarized one another. This fellow pretty much word for word sums up why the ad is so annoying and presents the wrong message to parents: Ad Rage. It has received widespread condemnation, including online parents' magazines and even Time. It's hardly a favorable message about American culture when one of the world's biggest manufacturers thinks that this ad will boost Highlander sales.

Update: I don't know how I missed this article from AutoTrader.com: "Is Toyota Lame for Calling Parents Lame?" (November 10, 2010). That article quotes a Toyota spokesperson who responded, in part, "Our values as a company have always been to put our customers first and provide them the highest levels of respect and understanding." But just a few sentences downstream (after blathering about "research") he includes, "While we regret that the ads have been misconstrued as insensitive [and] we don’t have any plans at this time to discontinue the campaign (emphasis mine)." So much for providing the highest levels of respect and understanding. C'mon, Toyota, you don't have to give us an apology on the front page of the New York Times, just yank the damn ads! The only car that brat would inspire me to buy is a secondhand Buick Roadmaster station wagon.