Toyota’s ‘Gifony’ Campaign Targeting Burning Man Crowd?

By adpock - March 31, 2015

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I think we can all agree that what the production line really needs is a better soundtrack. Oh wait, no, it’s just Toyota who thinks that. And so they’ve unleashed upon us, the Gifony.

Hopefully Lexus will stay well away from this marketing campaign.

Let me break down Toyota’s 2015 Corolla campaign for you phonetically: the “Gif” portion of Toyota’s new word is for GIF, the Internet love child of the photo and video. The “ony” portion is for symphony, a word redolent of the of highest art, though I can’t imagine how that would apply here.

You know how much orchestration goes into creating a soul stirring symphony? Me neither, but it’s gotta take more than clicking on 8 GIFs, letting Toyota’s super slick new website drop some fly beats, and then calling it a Gifony.

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Still confused? Me too. Perhaps it’ll make more sense if we allow Toyota’s well-crafted press release to explain things:

From gigantic robots referred to as “Godzillas” to cars diving into electromagnetic baths, Gifony features 45 gifs of the amazing sights and sounds of a Toyota production line. Users can create songs by selecting their favorite gifs and corresponding sounds, such as doors being drilled into place (the bass), sheets of steel being stamped into parts (the drums) or team member collabos (lyrics).

That clear things up for you? Probably not. Because let me give you one guess who this marketing campaign is geared at: ravers. Yep, Toyota wants the EDM crowd. Cause they have tons of money, obviously. So unless you’re a fan of Electronic Dance Music, I don’t think this campaign is speaking to you very clearly.

If you’re not going to Burning Man this year, and you need some more help figuring out what the heck Toyota is talking about here, you can check out the video below or head on over to the site to build your own Gifony, ’cause that’s what all the cool kids are doing these days.