I have driven past this Toyota outdoor creative a few times and thought, ‘Isn’t that Adobe Systems’ slogan?’
It’s a bit far away but it reads, ‘We believe if you can dream it, you can do it.’ Adobe’s was identical save for the ﬁrst two words, which were missing: ‘If you can dream it, you can do it.’
I have seen ‘Nobody does it better’ for everything from Air New Zealand to Pioneer, but I can understand how that could be reused unwittingly. It’s a common phrase.
Less common, however, is ‘The pursuit of perfection’, used by Toyota division Lexus. However, ‘In pursuit of perfection’ was used by Jaguar for years.
I suppose Lexus wanted to ape other brands when it ﬁrst started, so changing a word in a slogan of a company competing in the same sector might have been part of the strategy.
I might have hated the ‘Everyday’ slogan for Toyota that was used for some time (who touts their products as ‘everyday’? But then, Toyotas can be boring), but cutting others’ slogans a bit too closely doesn’t sit well with me. Even shortening this one to ‘Dream it—do it’ might have worked, and be a bit more distant to the Adobe one.
Speaking of ‘perfection’, I spotted another oddity on New Zealand television tonight. The tagline for a Stella Artois TVC read, ‘Perfection has it’s price.’ Yes, including the apostrophe. Seems perfection hasn’t quite made it to Stella Artois, and surely this rather major typo weakens the message? Posted by Jack Yan, 09:50
Jack - can you remember Porsche's tagline? I seem to have trouble looking for it online. I know most taglines change with time (except for a few old favourites like Gillette's "The Best a Man Can Get") - but does Porsche have a specific tagline that's strongly embedded in the minds of most car enthusiasts(like yourself)?
Hi Adèle: I don’t recall one. Some websites claim it is ‘There is no substitute,’ but I don’t recall that being used. Certainly in the last few years it’s just been the Porsche coat of arms: that Porsche has evolved to a point where it no longer needs one. (Ditto Nike, which no longer needs to show either the word Nike or ‘Just do it.’)
A quick search shows a 1980 ad in the US with ‘Nothing even comes close,’ which I vaguely remember when it was new.Post a Comment
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