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  permalink

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