Word: zero
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...incentives will be so big for zero emission cars that it will be an easy choice for the consumer. I don't think it is going to be the majority of cars, but it is a direction that makes a lot of sense. This is a core element of our strategy...
...other words, it's like water torture, and people just want it to stop. This week Sports Illustrated football scribe Peter King, author of the religiously read Monday Morning Quarterback column on si.com, wrote, "Someone please - I IMPLORE YOU - put that 'Saved by Zero' Toyota commercial out of its misery." About a month ago Colin Anderson, a freshman at Binghamton University in New York, was watching football in his dorm room when the once again ad appeared. "It was probably like the 20th time I had seen it that day," Anderson says. "It was driving me crazy." So he started...
...group on behalf of my non-Facebook boyfriend who screams in agony whenever this commercial starts," wrote one commenter. "I have two ice picks that I keep by the couch to jab into my ears when it comes on," wrote another. "Helps." A clever YouTube user spliced "Saved by Zero" screen grabs into the trailer for The Ring, a horror film. The plot: if you see the commercial, you die. (See the 50 worst cars of all time...
...blog rants, the insulting YouTube videos - equates to free media for the Toyota brand. "That's worth a lot, especially in these tough times," says Akshay Rao, a marketing professor at the University of Minnesota. "You may dislike the Toyota ad for the aesthetics, but the underlying message of zero percent is coming through. Toyota is looking for recognition, recall and comprehension of the message." As painful as it is to admit - or hear the commercial yet again - "Saved by Zero" scores high on those three measures...
...when will Toyota relieve our pain? "To all the critics out there: the commercial will be over by the end of the month," Tetherow says. That's when the zero-financing offer expires. Sure, we'll have to suffer it through Thanksgiving football games. But for those muting the TV set whenever the ad airs, wishing it would stop, Christmas will come early this year...