"I'm continually and increasingly befuddled by the entire series of ads for the @toyotausa CH-R. Each ad is a twist on a classic fairy tale (such as Cinderella and Rapunzel). The lighting is always dark and the attempts to showcase the car and its features are weak at best. I'm all for creativity and fun, whimsical storytelling...WHEN it makes sense to do so. This is a case where it does not. I'm not sure if it's attempting to reflect a ""crossover vehicle"" through these modern takes on fairy tales or if I'm reading too much  it and they're just stories. Regardless, I don't see how this narrative will hook potential consumers to look into the CH-R. To Toyota's credit, the ad was well-placed - - a huge digital ad buy, especially on Hulu, which is probably the right placement (I imagine crossover vehicles skew towards younger drivers) but I just don't see this ad actually doing it's job.  #branding #marketing #marketingdigital #marketingstrategy #brandstrategy #advertising #advertisingcampaign"
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