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Viewers rise up against 'Saved by Zero' ads
The murderous hatred being directed toward Toyota's "Saved by Zero" ads has been building for a few weeks now, and it's become semi-official with this Associated Press story. A number of Web sites—Esquire, Best Week Ever, Consumerist and Jalopnik among them—have been hosting rants about the ads, which feature the admittedly awful 1983 song "Saved by Zero" by British new-wave group The Fixx. By and large, viewers feel an urge to end their own lives and/or other people's when the ads come on: "It makes me want to kill someone/never ever buy a Toyota." "Marketing 101, don't piss consumers off, don't get on their bad sides, don't cultivate contempt." "I CAN'T EVEN EXPRESS MY OUTRAGE WITHOUT USING CAPS LOCK." Clearly it's the feel-bad campaign of the year, and from a company (and industry) that doesn't need any extra help in hurtling down the crapper. |
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November 6, 2008 in Automotive, Controversy, Nudd, Toyota | Permalink |
Comments
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Whoever produced this commercial should be shot in the head.
Posted by: Assman | Nov 6, 2008 3:02:59 PM
What I want to know is why they felt the need to alter the chords and vocal and bass lines?
Posted by: Memememe | Nov 6, 2008 3:09:26 PM
It's not a good cover of the song, and unfortunately they keep the refrain going. This reminds me of the time (a few years back now) Chevy overplayed Smash Mouth's "Walking on the Sun" for an ad campaign, which nearly made me drive icepicks into my ears.
And of course their overuse of "Like a Rock" for their trucks was simply sickening. (Strictly speaking, using "Like a Rock" once, for anything at all, is overusing it.)
Fortunately I have a DVR now, so I don't have to watch any of this crap any more.
Posted by: Warren | Nov 6, 2008 3:20:46 PM
For me, the song was a bad choice to begin with, but it was the persistence of the spot that drove me to consider sticking a fork in my eye. You can't watch a televised sporting event without having to see that damn commercial at every break. Awful.
Posted by: katrina limbaugh | Nov 6, 2008 4:00:24 PM
onboxious song, stupid cheesy animation and the tone-deaf corporate nature--IT'S NOT ZERO PERCENT FINANCING THAT'S GONNA SAVE US AND IT MAKES LIGHT OF THE SHIT SANDWICH WE ARE ALL IN. THE AD SCREAMS "WE'RE TOYOTA, WE DON'T GET IT AND WE DON'T CARE!!!!"
Posted by: screed | Nov 6, 2008 5:00:32 PM
Hey, there was nothing wrong with the original The Fixx song. But their remake absolutely sucks.
Posted by: John | Nov 6, 2008 5:08:16 PM
So, it's not just me! God, that song is bad enough, never mind having it oversaturate the airwaves. And I agree, "zero" ain't never going to save no one. Bad concept, bad execution.
Posted by: Rich | Nov 6, 2008 5:12:59 PM
Luckily, I don't watch enough TV to have been exposed to this enough to be driven mad by it. One viewing, I can take, but such a song more than once? Yeah, someone who blows goats must have been involved in this piece of tastelessness.
Posted by: J | Nov 6, 2008 5:24:53 PM
And then there's the people that I talk to that says the commercial has done it's job because it got everyone's attention.
Idiots.
Posted by: Whattaguy | Nov 6, 2008 6:44:28 PM
I actually liked the song... back when I was 13, but that droning, atonal refrain used in the ads made me want to commit murder. Glad to see it wasn't just me.
Posted by: Kate | Nov 6, 2008 6:50:16 PM
Thankfully I'm young enough to have never known the original and I don't pay enough attention to car commercials to pay attention to the remake.
Posted by: Rebecca B. | Nov 6, 2008 6:51:50 PM
This goes against every tenet of good advertising. This is typical dealership crap that they eat up and why the dealership relationship with auto brands actually HURTS their sales. These spots have no idea and are abrasive, relying only on endless repetition. This ad is the MAIN reason people HATE our business.
Posted by: Mike | Nov 7, 2008 1:21:46 AM
Fuck Toyota for this bullshit! I fucking hate this fucking never-ending bullshit commercial! Fuck them, I'm going to buy a Honda!
Posted by: Dave | Nov 7, 2008 1:41:06 AM
Wow, I thought I was just being overly-sensitive! Now I know I'm not the only one that mutes the TV when that commercial airs!
Posted by: stacy | Nov 7, 2008 8:51:30 AM
Wow, I thought I was just being overly-sensitive! Now I know I'm not the only one that mutes the TV when that commercial airs!
Posted by: stacy | Nov 7, 2008 8:51:38 AM
Toyota has had some really awful ads over the past 10 years. Anyone remember the campaign using "Mambo Number 5"?? I wanted to smack every single actor in that ad.
Posted by: Courtney | Nov 7, 2008 9:53:59 AM
This isn't the first time this song has been used in a car ad. I don't know if it was Toyota or not, but it was always on a year or two ago. I remember because the wife and I would sing it to torture each other.
Posted by: Steven | Nov 7, 2008 10:04:02 AM
Hmmm..until I read this I had no opinion at all of this ad. I'd seen it, but didn't care one way or the other. Made no impact.
Posted by: yellowliner | Nov 7, 2008 10:31:52 AM
I complained to Toyota about how bad it was and how much it went against their intentions (by making me change the channel and want to hurt someone). They apologized that "it cause me so much concern".
Posted by: Ali | Nov 7, 2008 10:48:01 AM
Just think of all the TV station and agency employees who kept their jobs thanks to repeating this shit over and over on the boob tube.
Posted by: Somebody | Nov 7, 2008 11:11:35 AM
The worst way to hear the ad is if you are in a sports bar on Sunday with NFL Sunday Ticket. Everytime a different game goes to commercial, the ad comes on. You hear the awful music over and over again.
Posted by: Mike | Nov 7, 2008 11:31:19 AM
"Admittedly awful"? Hey, screw you buddy. Sure the ad is annoying, but forgive me if I don't clearly recognize your superior discerning musical taste (that goes for the rest of you anonymous internet cultural scholars, too).
Posted by: Brit | Nov 7, 2008 11:38:08 AM
My 2 year old loves this commercial.
Posted by: tan27 | Nov 7, 2008 1:28:01 PM
I actually didn't know this commercial was for Toyota, or that it was for 0% financing, because it was so annoying I muted the TV every time it came on. I didn't realize what it was for until I saw this post.
Posted by: fft5305 | Nov 7, 2008 2:21:42 PM
As I sit here home from work recuperating from some minor surgery, I am contemplating throwing the remote through my fiance's flat screen. It seems no matter what cable channel I select the nightmarish jingle "SAVED BY ZERO" permeates my home causing the immediate dispatch of the mute button or channel change...I cant escape...ESPN, TNT, TBS, ABC, CBS, NBC, FOX, CNN, god help me...I am going to take hostages if I hear this ad one more time.
Posted by: Jen | Nov 7, 2008 4:55:26 PM
Yeah, it's a lame ad. I mute it, but then I mute most ads. I just thought it was a local dealership spot. I didn't realize it was national. Those Dial-7 car service ads are much more annoying to me than this one (the one where the angry guy keeps screaming "Taxi!!!" over and over as the camera zooms into his mouth.). But this Toyota spot is pretty damn annoying. My wife has been complaining about it for weeks. She sent me this link.
Posted by: Chris @ GigantiCo | Nov 7, 2008 5:44:04 PM
I've been fuming over this add since it came out, and my wife alerted me to this blog post. How long will be be forced to listen to this crap over and over and over . . . . way to piss people off, Toyota!
Posted by: Brian B | Nov 7, 2008 11:19:23 PM
If they had used a baby-boom era song there wouldn't have been this much internet whining because the X-er era song they DID use, incited it's generation to the usual complaining it does because that's how it distinguishes itself out from the shadow of the boomers. Car companies do this all the time. The frequency of the ad is probably it's main annoyance factor, but hey, it's being buzzed about. Now they'll phase it out while the brand recognition is hot, and put in a new ad to continue that, and it also makes them look like they're responsive. C'mon X-ers! You're a generation saturated by media, you should know this stuff by now!
Posted by: J.Bradley | Nov 8, 2008 2:47:02 AM
Still not as bad as those GM President's Day commercials with the "Hail to the Chief" song.
Other bad commericals: Outback Steakhouse ("Let's go Outback tonight")
Posted by: Mike | Nov 8, 2008 3:36:55 AM
Good lord. Between these ads, that one where the woman from Gray's Anatomy wants to make sweet lovin' to her Caddy, and those truly bizarre VW "Routan Boom" ads-- http://urbzen.com/2008/11/06/routan-bust/ --it's a wonder people are buying cars at all. This is almost enough to make me want to break out the bike! Okay, well, no. But the ads are terrible.
Posted by: StephanieInCA | Nov 8, 2008 12:42:05 PM
yes, this ad is truly terrible--very annoying. I just looked up who does this song and found this blog. Everyone knows it is always better to take the CASH than the 0% financing anyway.... I tried to buy a Toyota once and the dealer tried to mess over me; seeing & hearing this stupid ad just solidifies that I made a good decision by buying FORD!!!!
Posted by: Jesse | Nov 9, 2008 2:42:35 PM
It's really bad that an ad pisses me off so much that I swear never to buy the product. Are the Madison Ave types so out of touch with reality that they just don't get it?? I'm thinking that NFL.com is using the same company. They keep showing Deion Sanders repeatedly boasting about his two super Bowl rings (in which I'm sure he didn't make ONE tackle) then segueing to Warren the Sapp.
Posted by: Bill K. | Nov 9, 2008 6:04:44 PM
At least they got a lot of people talking about them...
Posted by: Stop Smoking | Nov 9, 2008 11:01:08 PM
I believe this is the 2nd time this was done...the first time was a much better (read close to a net impression suit) cover of the song...it was part of the "keep america moving" 0% campaign every auto maker did after 9/11. I wanna say it was GM but i could be wrong.
Posted by: glenn | Nov 10, 2008 8:28:18 AM
oh yeah, i want to let my voice be heard - that commercial makes me want to slice my eyes with razorblades.
Posted by: wilkes | Nov 10, 2008 2:44:02 PM
So glad it's not just me that HATES this commercial. I feel the same loathing toward a company that uses the sound of an alarm clock in the TV or radio spots. We are forced to hear that horrid sound every morning, don't make us hear it during the day as well.
Posted by: Andrea | Nov 10, 2008 4:04:52 PM
The first thought that crossed my mind upon seeing this awful POS was; "Wow, someone actually got paid to come up with this god-awful idea and, even worse, someone else liked it enough to greenlight it." Lif is not fair.
Posted by: Tim | Nov 10, 2008 4:26:34 PM
Ah! I am so glad to know I'm not alone in my hatred for this ad. It's on 24/7 too.
Posted by: Amy | Nov 10, 2008 7:34:02 PM
I LOVED IT! Why? Because for the first time I could see every Toyota offered. And it made me question, Why is Toyota the number one selling vehicle manufacturer? Their line up is horrible! I am baffled as to why anyone would buy a Toyota over any American car. Oh, and really I hate the spot. It's not only annoying, the graphics are bad, the message is bad and poorly delivered. It's just bad.
Posted by: seesponge | Nov 11, 2008 10:52:37 AM
Horrifying, HORRIFYING Ad.
www.celticsuite206.com
Posted by: Marc | Nov 11, 2008 12:49:49 PM
Anyone from Madison who knows Zero would appreciate this commercial just a tiny bit more than the average bear. That said, as annoyingly ubiquitous as this ad is, I smile a little every time it comes on. (I also rarely watch TV, so I'm not as bitterly on edge as the average pop-culture-consuming bear.)
Zero himself seems to be on the fence regarding the ad...
Posted by: bigdumbgirl | Nov 11, 2008 7:34:01 PM
UGH, thank goodness. I wake up in the morning, hear these ads, and can't get those three words (and four syllables) out of my head. Drives me nuts - and we even own a Tundra. Enough. My husband and I turned to each other last night and said exactly that: Enough. Enough with the "Got Milk" campaign, enough with the "Priceless" campaign, and, while not nearly on the same page, ENOUGH with the "Save By Zero" campaign. However, the husband still likes The Fixx, regardless of these annoying ads: http://www.youtube.com/watch?v=swzK7Q8teSM
Posted by: nina Johnson | Nov 11, 2008 9:54:54 PM
I thought this commercial was just my own personal hell. It's at least a little comfort to know that others also find this ad jingle so extremely annoying. My thought though, the people who made it probably think they have succeeded because all of us remember it. I don't think they even care if we hate it, as long as it sticks in our heads. The bastards.
Posted by: Cat | Nov 13, 2008 8:46:55 AM
Fuck that add. It is the worst EVER...I'd rather...and I hate it too even say it listen to that bullshit...LIKE A FUCKIN ROCK...for those GD Chevy adds. We're not all fucking idiots. Stop the madness you morons.
Posted by: Tommie Honda | Nov 14, 2008 9:57:48 AM
Hey Tommie Honda here again....It's a fuckin ad not a fucking add...SEE we are not all morons....Take that AD off the air and if you can stick it up whoever came up with the idea STICK IT UP HIS ASS.
My name may be Honda but give me a good ole Mazda anyday.
Posted by: Tommie Honda | Nov 14, 2008 10:01:47 AM
I tried to sing that song at karaoke the other day. I was booed off stage.
Posted by: Angelika | Nov 14, 2008 10:26:30 AM
i am vindicated!
i have been cringing at this commercial for weeks....
i don't remember the fixx version, this song sounded like some blue oyster cult single from 1981...
Posted by: | Nov 17, 2008 7:55:09 PM
i really hate this commercial. i change the channel every time it comes on. fuck saved by zero and the faggots that made it
Posted by: joe | Nov 18, 2008 7:58:17 PM
this ad has actually caused some arguments within my agency. the older account people are saying that it gets a message across in a simple way...while the younger ones including myself say that this is the end all be all worst commercial of the 2000s...it truly is destroying us all
http://www.celticsuite206.com/2008/11/executive-decisions-episode-5-saved.html
Posted by: marc | Nov 20, 2008 9:51:08 AM
I just killed my fuckin cat because of this add....
I has hidden messages:
"Saved by zeeeroooo... (Satan commands you to kill your pet)"
Posted by: Frankie | Nov 20, 2008 9:13:20 PM
