Akio Toyoda, President of Toyota Motor Corporation, is shifting into high gear to shake things up for the troubled auto company. In a new commercial for Camry Mr. Toyoda is pictured dumping his usual gray suit for a racing suit and doing 31 degree banks at the Daytona International Speedway. The tag line “How do you reinvent the best selling car in America? From behind the wheel”. Mr. Toyoda says “My Name is on Every Car”.
Toyoda could have hired a race car driver or actor whose hobby is racing but went a different direction. My book “Will Work For Shoes – The Business Behind Red Carpet Product Placement” tells you insider secrets to working with a celebrity to bring awareness to your brand. However, read the chapter about using the same tips for local VIPs; like a winning coach or athlete, Mayor, popular restaurant chef or yourself to appeal to your product’s demographic. Mr. Toyoda is taking a risk stepping into the limelight but hopes to appeal to average car owners.
