Canadian Business Marketing: Toyota's terror-able ad campaign

The November issue of Canadian Business magazine quoted me in an article on Toyota's "Your Other You" campaign:

Marketing: Toyota's terror-able ad campaign

“This sounds like one of those ideas that was great in the boardroom and then on execution was a really bad idea,” says Jeff Roach, president and creative director of Glitteration, a marketing agency based in Oakville, Ont. His biggest criticism: there’s no connection between the Toyota brand and pranks. Campaigns that seem out of character for companies, Roach says, typically perform poorly among young adults. In the Matrix’s case, the target consumer falls within the Gen Y demographic, for whom durability, quality and reliability are the most important factors when buying a car. Tie-ins between the campaign and those qualities are hard to conjure.

"Campaigns that seem out of character for companies, Roach says, typically perform poorly among young adults."