Once an anthem because that the feminist movement, the classic tune is helping Corolla affix with young drivers, follow to Ace Metrix

"You Don’t own Me" was taped by Lesley Gore in 1963. V its timeless lyrics of empowerment, the song later ended up being a design template for the feminist motion and, also later, the was used in one anti-Republican PSA during the 2012 election. The hardly seems favor Toyota is taking a political stance by utilizing the song in your 2017 Corolla ad, yet rather, trying to provide an anthem come a generation of car buyers. The said, within our current environment and presidential candidate storylines, it’s difficult not to interpret such a track as political. We’ll placed that aside because that the purpose of this column, and also focus on just how these lyrics resonate with modern-day day Millennials:

"I"m young and I love to be young. I"m totally free and i love to it is in free."

The ad features young people triumphantly, you might even speak defiantly, singing follow me to the tune as they go around various tasks like bonfires, group bike rides, and also roller derby contests. Developed by Saatchi & Saatchi LA, the ad’s best performance is among 21- come 35-year-olds, and interestingly screens stronger Desire and also Relevance scores amongst males in that age group. The ad’s performance through this team is quite comparable to one more recent non-luxury auto spot, Jeep’s "Free come Be," which debuted throughout the first presidential debate. Jeep’s inspiring message the unification also features a track that came out prior to Millennials were born, Cat Steven’s 1971 "If You desire to song Out, sing Out." v these lyrics, "Well, if you want to song out, song out. And if you want to be free, it is in free", it stands to reason that flexibility of expression is crucial to this group.

You are watching: Toyota commercial song you don t own me

The ad Personalities below illustrate the family member strengths that each ad among this audience. We check out the prestige of ads being relatable to this group. Because that both ads, this viewers named the Visuals the single Best Thing about the Ad, adhered to by the Music, which assisted drive Attention and also Desire. While information wasn’t high family member to the various other measures, that’s no to say features were shed in translation.

"I really took pleasure in this ad. It speaks to me and also my generation, and also I love the technical features easily accessible in the car, and also the look and brand and all else of this vehicle. It has actually made me actually consider a Corolla over a Camry (I am used to control the Toyota Camry’s and have excellent so because that years). An excellent job!" (M21-35)

Ad Personality, Toyota "You Don’t own Me" (21-35) Jeep "Free to Be" (21-35)


Toyota’s advertisement also evoked overwhelmingly hopeful emotion from Millennials, with nearly 90% of their emotional comment containing words prefer "love," "amazing," and "cool." much better news for the brand, nearly 70% of those comments come from auto intenders aged 21 to 35, who plan to acquisition or lease a brand-new car within six to 12 months:

"Car is really cool. I want one." (F21-35)

"The ad was a definite fist grabber. It to be catchy and would make you want to clock it again." (F21-35)

"Amazing music and mix increase of storied for Toyota like exactly how its an excellent for day come day life." (M21-35)

Reaching this extremely valuable, cultivation audience v messages they discover relevant is no easy. We check out one recurring technique that functions is using famous songs that contain evocative themes. It’s not simply in the automotive classification that we watch this. Recently, Walmart’s back-to-school ad, "Own the first Day," featuring Whitesnake’s 1982 struggle "Here i Go Again," observed success through this audience. "I deserve to relate to ago to school shopping, and also it to be an beloved ad. Overall, i really preferred it," said one woman, 21 to 35. Coca-Cola’s "Under Pressure" from previously this year supplied a 1981 David Bowie song to affix with this group. The point out was likewise effective in ~ driving Desire and also Relevance. Though much more focused on the life of teenagers, 21- come 35-year-olds room not so far removed the they can’t relate:

"This Coca-Cola advertisement is awesome. Not just does it feature the so late David Bowie"s music, the characters feel relatable.Everyone to know what it"s prefer to be stressed by schoolwork. Everyone knows what it"s favor to kick ago with a soda. To me, this advertisement is saying the being a young person can be stressful, and also Coca-Cola is an always-present product that can aid give friend confidence." (F21-35)

"Great advertisement, that a keeper, an excellent solid message." (M21-35)

"I liked the stories that they attached together regarding pressure and also things that usually make world uncomfortable.

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The musicchoice was likewise excellent." (F21-35)

There space many an ext examples in ours database of together ads, yet for now, kudos to Toyota for transporting something impressive. Means to own it.