1 posts categorized "Games"

October 11, 2007

Toyota and World of Warcraft - "I am the lawgiver."

With more than a million views in just a few days (if you aggregate all the various uploads of the clip on YouTube), the sharing and conversation that the "machinama-like" Saatchi & Saatchi produced Toyota Tacoma pickup ad, " Truck Summoner," speaks volumes about the importance of gaming culture and the media value of gaming  platforms (or simulating/exposing them in traditional media distribution platforms like TV) to gamers and non-gamers alike.
Toyota_wow2

With broad dissemination and  discussion on advertising, car and gamer sites alike, AutoBlog called it "... one of the funniest car commercials we've seen so far this year, and we're surprised Toyota didn't save it for the Super Bowl."

The ad originally aired last weekend on CBS during various college football games, although all the buzz and conversation seems to be around people seeing and sharing it online. In the 30-second spot, a  Toyota Tacoma pickup is cleverly placed inside a convincing simulation of Blizzard Entertainment's World of Warcraft game featuring voice chat (introduced in Patch 2.2.0 of the game) of  players talking strategy through their in-game persona-avatars.

Here's a brief synopsis followed by the ad itself.

As various participants choose weapons, one "Leeroy Jenkins-inspired" team member unexpectedly declares, "I'm going to equip myself with a little four wheels of fury!" The Tacoma materializes (It's his "mount" in WoW language) and he speeds off despite protests from his rigid rule-following teammates ("There's no trucks in World of Warcraft!") who then are forced to engage in a hot pursuit. (This loose cannon is spoiling their well-though-out plan, afterall.) A dragon consumes the Tacoma, which subsequently bursts from its chest with the slain beast's heart beating in the flatbed - demonstrating a big victory.

"Did you see me lay down the law?" I am the lawgiver!" is the definitive rebel's statement at the end of the commercial.  Followed by a humble "How do I get one of those?" by a previously unimpressed teammate.

So the traditional questions might be:

  • Is this an ad just for WoW players?
  • Do WoW watch college sports?
  • With 9 million WoW players and about 2 million of them in the US, is this a large enough market to target?
  • Aren't WoW just kids or college students with no real life or jobs to have the money to buy a new expensive truck?  Don't they just drive the 1985 Corolla they inherited from their mother?

Maybe ... but I don't think that is necessarily the thinking behind this creative or what is important. A more interesting discussion is around how this ad is already entering the cultural zeitgeist and generates conversation (positive and negative) and influence around the Toyota brand.  I have shared the story with friends even though I have no interest in a truck from Toyota, but I do like the Prius or a Hybrid Highlander.  But it contributes to my perception of Toyota as a creative entity with a sense of humor and a firm and fresh connection to the current cultural pulse.

Some additional information that may be helpful:
1. World of Warcraft is a MMORPG - a massively multiplayer online role-playing game.  As with other MMORPGs, players control a character avatar within a persistent game world, exploring the landscape, fighting monsters, and interacting with NPCs (aka Non player characters) as well as other players. The game rewards success with money, items, and experience, which in turn allow players to improve their skill and power. (from Wikipedia)

2. A mount refers to an item that, upon activation, depicts the character as riding a mount, as opposed to the normal movement of walking/running. Characters of certain levels and skill ability can acquire these mounts in order to increase their movement speed on land. Mounts can also be acquired via reputation with certain factions, completion of quests, or through special items produced in related material or as very rare loot drops obtained by defeating bosses in instances. (from Wikipedia)

3. The famous Leeroy Jenkins video ("A Rough Go") has in and of itself inspired numerous  parodies on various video sharing and gamer sites, as well as a question on the TV game show Jeopardy. Leeroy Jenkins has, in fact, become a meme - a unit/symbol of cultural information. There's an interview with Ben Schulz (aka Leeroy Jenkins )at BlizzCon and an extensive and well-written recent background article by Joel Warner.  Here is the original "Rough Go" video.

    Or

Liz Gebhardt


  • © Amanda Jones
    Digital and traditional (live & broadcast) media/ marketing strategist and producer living at the intersection of Web meets (live) World. More than two decades of experience in building media and technology businesses, content programming and distribution, brand stories and integrated communications campaigns.

    Believes that strategy is all talk unless it can be executed in a way that delivers on both the creative and business promises. Embraces the role of navigator of the uncharted path vs. passenger along the known road.