If you haven't seen them, the Sienna family is an early- to mid-30's couple with two young kids who are proudly justifying their purchase of a minivan. You can visit the YouTube Sienna Channel here, decked out with Louis Vuitton style wallpaper created from baby rattles, pacifiers, and diapers along with a slew of additional features: http://www.youtube.com/sienna#p/c/88C8E3508176A4FA/1/qO4l5IilM4c This one links to one of the spots I like the best.
I gotta say, the second I saw these commercials I really liked them. I immediately felt that I knew real people like this couple - my friends in their 30's who are still connected to what's trendy, are pretty cool, have started having kids, and who may be facing the decision of buying a bigger car for their family. Big props to the ad planners and creatives on this campaign. I feel like they really did their homework and created a realistic profile of young families in this day and age. The phrases of "Mommy like" and "Daddy like" don't just describe the car, but the people themselves. My friends who are parents don't look like the "Mom" or "Dad" of generations past; instead, they are mommy and daddy "like" or "ish" and really only because they got kids.
Each spot has at least one line in it that just cracks me up. In the 'Playdate' spot, the Dad says "playdates are a great way for my kids to learn to deal with other kids"; in 'Diaper Bag', the Mom says "sure I'm a mom, but it's not like I'm running around rocking mom jeans"; in 'Timeout', Mommy says "frankly the idea of owning a minivan used to make me cry myself to sleep"; and of course there is the now popular "swagger wagon" phrase that was first dropped in the 'Meet the Parents' spot. The copy in these spots is really great and the talent just brings it all home.Another thought strikes me as I watch these commercials. And it's something along the lines of "holy shit, am I the target audience here? Am I at that age already???" (Minus the husband, home, suburban, children aspects of it all of course) This campaign directly targets my generation as the new entrants into the child-rearing, parenting world. As equally as it scares me, it also excites me. Why? Because there was some cool shit during our generation! Arguably one of the best rap eras, the boom of video games, awesome fashion, classic movies, TECHNOLOGY, and the works. I look forward to advertisers working hard to understand us as a target audience and developing creative that connects to and motivates us. It's actually a challenge to the ad world: you better bring your A-game when figuring out what moves us! There ain't no half steppin' on THIS generation!! At least that's my 2 cents.
