The Highlander Takes the Low Road

Hi Readers! I know these Toyota ads have been running for a while, but I still cannot believe that some ad agency thinks the best way to sell parents on a car is to tell them their kids despise everything they believe in and enjoy — possibly including THEM. And that the best way to show our love for our children is to chauffeur them in a TV-equipped bubble, where they can drown out anything that does not amuse them. And, of course, that driving (individual!!) kids to school is the natural order of things.

This is what I mean when I talk about the many ways pop culture molds us as parents. If we turn on the TV and it really looks like EVERYONE is driving their kids to school, that becomes the norm and, in turn, everyone starts driving their kids to school.

I know this is a car commercial, so it’s not going to say: For God’s sake, why don’t those able-bodied boys WALK to school? Or ride their BIKES? If they’re such good friends, obviously going the same direction, wouldn’t it make sense for them to amble off to school TOGETHER and talk on the WAY, instead of communicating through CAR WINDOWS? (Or if they live really far, even — hey — carpool?) When we don’t see any of those questions on TV, the only question becomes WHAT we drive, rather than WHY.

Yes, all of that is what this ad (infuriatingly cute nonetheless) got rumbling inside of me.

Meantime, the ad BELOW just reinforces the idea that cool kids get driven to and from school, losers take the bus. (Cool, RICH kids apparently also get the blonde chicks.)

I guess it’s a little much to expect a car company to embrace public transit, but still — let US at least remember that more kids are killed in car crashes than on school buses. So if you’re a parent who REALLY cares…which would you choose?