ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Toyota Highlander Advertisements

Updated on December 19, 2011

If Only Kids Bought the Car

Toyota Dealerships have been running a line of advertising that is, believe it or not, aimed at our children for the most part, instead of the adults, who by the way are the ones with the money.

It seems rather odd that this would be the case, for an item so large and for the cost of such an item, for it is not a book, a toy car, or a yo-yo we are talking about here. It is the Toyota Highlander, an SUV, that is advertised as a very sleek and up to date kind of car that you would want to be seen in. As a matter of fact, instead of coming out and saying just that, we have a child, who I would have under normal circumstances called cute. The fact of the matter in my opinion, Toyota has made him look like a spoiled, upper middle class preppy sort of youngster who gets his way a lot, if he applies himself.

I have seen several different versions of this line of advertising, all with this same child, and he is saying such things as "Just because you are a parent does not mean you have to be a lame!" and "If Jimmy's parents drove something like this, he wouldn't be embarrassed to get into his car after school." and "On long trips singing with your parents sucks," and he then pulls down his own private DVD Player in the backseat and continues with, "so if you are a parent, that doesn't mean you have to be a lame."

In other ads we parents are referred to as being dorky, lames, we are not "with it", and are referred to everything without coming right out and calling us stupid. All of this is intimating that because we do not have one of these wonderful good looking and child friendly vehicles, it is because of our lack of money or our choice not to spend it correctly, therefore we are being classified as lame in our children's eyes.

Pushing this line of advertising at our children and aiming it at our families is altogether wrong, for it is putting pressure on our children that need not be. The ad circumvents the normal chain of command, so to speak, that we as parents make these types of decisions for our families. These ads are putting the pressure of the kids and are aimed directly at our kids, saying that their parents are stupid, and their families are lame if they do not see that this is the best car for them.

This is how cereal and toys are sold, and it should not be the way cars are sold. It is hard enough on parents to say no to Sugar Frosted Sugar Smacks, With Extra Sugar, no less a car. Moreover children should not be made to feel inferior to everyone else just because the television says so.

This is only one of the many advertisements that are on the air, and during prime time child viewing, so who are we really selling these cars to?

Playing on the heartstrings of children, making them feel sorry for themselves and all because of the parents that are at the heart of their embarrassment.  We, the guilty, the lame, and the dumb for not buying the right car, because we are lame, that's who.


Submit a Comment

  • ddsurfsca profile imageAUTHOR

    deb douglas 

    7 years ago from Oxnard

    that was my thought exactly.

  • profile image


    7 years ago

    I saw this ad too and my wife's reaction to the Highlander kid was "What a Brat!".

    I then thought to myself why would Toyota go out of the way to alienate their 'family' buyers by portraying their kids like brats. I think they need to rethink this.


This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

Show Details
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)