Overview:
In March 2024, Sherwood Park Toyota launched a youtube advertisement that outlines the problems consumers are facing regarding not being able to obtain a car due to the long waiting lists, and how Sherwood Parks Toyota has the solution. The ad, although is able to communicate the message, has major flaws and could be drastically improved.
The Script:
“There are so many people in Alberta on long waitlists just waiting to get their hands on Hybrid SUVs. Little do they know, Sherwood Park Toyota has the solutions. We have tons of these Venzas on ground right now. LEs, XLEs, Fully Loaded Limited. Think about how nice it would be for them to take advantage of the 6.1 Litre per 100 kilometre combined fuel economy. Think about the fact that they wouldn’t have to wait and just come pick one up. Sherwood Park Toyota has tons of hybrid Venzas on ground and even more coming in. Come on down to 31 Automall Road and take advantage of our massive hybrid selection as well as the 2024 Toyota Venza.”
Every flaw in this advertisement:
1. The first flaw to notice is the choice of music. The music used sounds too suspenseful and ominous for a commercial for an everyday car.
2. The second flaw is how the speaker refers to the target audience as a third person, and doesn’t speak to the actual viewer.
3. The third flaw is how when the speaker mentions, “LEs, XLEs, Fully Loaded Limited”, the text appears after a slight delay and not immediately as he says it, which is likely to confuse the viewer.
4. The fourth flaw is the inadequate visual focus on the product itself; the speaker takes too much of the camera’s attention.
5. The fifth flaw is the rate of speech of the speaker. Some of the words would be incoherent if not paid enough attention to, or without the use of subtitles.
6. The last and the most important flaw: The tone and script are not consumer-focused.
The fixed script:
“We understand how you are having difficulties obtaining a Toyota hybrid SUV because of just how long the waitlists are. We knew we had to get your hybrid SUV to you without any further inconvenience. We are pleased to tell you that Sherwood Park Toyota has the solution to your problems. With us, you don’t have to face any dreaded waitlists, and can just come and take your ride home. We have tons of Venzas on ground right at this moment. We have LEs, XLEs, Fully Loaded Limited, you name it. Come over to 31 Automall Road and take your 2024 Toyota Venza home today.”
Further improvements to the script include choosing a different soundtrack, reducing the rate of speech, having more visual focus on the product, and speaking in an empathetic and enthusiastic tone.
Why this script works:
Immediately, you can notice that the speaker tries to build empathy with the consumer on the problems they have been facing. Right after that, the speaker expresses dedication towards solving the consumer’s problem, and says how it is their ‘pleasure’ to solve said problems faced by their consumers. After giving a detailed message about the solution, the speaker ends with a call to action. The speaker does not suddenly shift from talking to any third person, to the viewer, but has been talking directly to the viewer(the target audience), that the algorithm had discovered, right from the beginning.