Tuesday, February 9, 2016

Did Toyota Appropriate Black Culture?

Chauncey Devaga, at Salon says they certainly did...
Capitalism and race intersected at Super Bowl 50 as well. The dream merchants are adept at manipulating the forces of “racial capitalism” and “neoliberal multiculturalism” to advance the bottom line of corporate profit by manipulating the desires of consumers.
To wit. Toyota’s Super Bowl 50 commercial for its line of Prius automobiles managed to appropriate black music and culture while erasing black people from its main narrative frame.
Hip-hop culture “crossed over” from a black and brown subculture birthed in the dystopian deindustrialized neighborhoods of New York in the 1970s to become one of the world’s most dominant types of music and aesthetic. One can debate if this is a positive or negative outcome. The reality of hip-hop as a dominant global culture and commercial product is indisputable.
As further proof of hip-hop music’s global dominance, Toyota’s Prius commercial featured the classic hip-hop “b-boy” anthem “Apache” by the Incredible Bongo Band as one its featured songs. Apache is an example of the obscure music that hip-hop DJs in New York repurposed and remixed in (what was then) a dynamic and organic subculture during the 1970s and early 1980s. “Apache,” along with songs such as “Hihache,” “Funky Drummer,” “Scorpio,” “The Champ,” “The Mexican,” “Seven Minutes of Funk,” “Mardi Gras Drummer” and others were the basis of a music and cultural tradition in which young people in New York’s ghetto communities sought pleasure and hope in the face of State-sponsored neglect and violence.
Ultimately, “black culture” is a commodity. It is used to sell products even while actual black people are often either not present or are depicted in stereotypical ways by advertising and commercials.
Once again, here's the commercial...
And here's the track by itself...
If we're going to talk about cultural appropriation, we have to start at the source. While Devega cites "Apache" as...
an example of the obscure music that hip-hop DJs in New York repurposed and remixed in (what was then) a dynamic and organic subculture during the 1970s and early 1980s. “Apache,”
were the basis of a music and cultural tradition in which young people in New York’s ghetto communities sought pleasure and hope in the face of State-sponsored neglect and violence. 
In order to put all this in the right context we have to discuss Michael Viner. The band that played "Apache" is credited, often, as Michael Viner's Incredible Bongo Band. This "band", as such, was a vanity/opportunity project for a music manager/producer at MGM Records, Michael Viner. As was the case with most of the music in that time, the artists who actually played the music were studio musicians grabbed from all over the place. The Incredible Bongo Band, or even Michael Viner's Incredible Bongo Band were never a band as such. Viner's opportunity, the reason he assembled the musicians he did to record what he did was to provide background music for one of the all-time worst films even made, "The Thing With Two Heads", the movie itself, arguably, one of the early black exploitation films.

Back to Viner and The Incredible Bongo Band. So, the Incredible Band isn't really a band. It's a collection of musicians Viner organized to play this music quickly and cheaply for the film and later, for a second album. It's all about exploitation, like most pop music of the day was. The people who posed for photos portrayed as the band had nothing to do with the actual production of the music. And in many cases, the artists hidden were people of color. In explaining this I'm not making excuses, I'm merely pointing out that there are times when exploitation is complicated and often goes much deeper than most people think.

Back to Mr. Devega's Salon article...
Toyota’s Super Bowl 50 Prius commercial is an ironic (and unintended) reminder of how black and brown people are still treated unfairly by American’s police. In the ad, four white men who have robbed a bank successfully flee the police using their near silent electric Prius. These white men were not shot and killed by a fusillade of bullets. This outcome is predictable: they are the protagonists/heroes of the advertisement. Moreover, the success of these white thieves is intended as wish fulfillment for an audience that Toyota hopes will then buy a Prius.
 However, advertisements (like film, TV shows, and other types of cultural objects) are not politically or ideologically “neutral.” As a type of popular culture, they reflect the cultural norms and values of a given society. In turn, members of those societies interpret, process, and “read” those images and narratives based on their own personal experiences, as well as understandings of the social and political world.
As such, the Prius commercial is immense brew of appropriation going back several levels. An example of this confusion might be the actors, none of which were people of color but who were featured in the popular show, "The Wire", a widely praised show depicting the city of Baltimore through several lenses. Back to Devega's article.
On social media such as Twitter and elsewhere, Toyota’s “fun” Prius Super Bowl 50 commercial was seen by many people as a reminder of white privilege and how the video recorded murders of black people by police are a type of lynching photography for the digital age.
 Speaking to this point, some of the responses on Twitter included:
 I may be being too serious but I find that ad to be way, way out of touch. Or maybe that's just that Prius life. https://t.co/VDeqcdoeB7— Joy Reid (@JoyAnnReid) February 8, 2016
Yeah I hate to be a downer but would the Cleveland PD have shot that car 137 times if it'd been a Prius? https://t.co/TCW5RRwwVj
— Arthur Chu (@arthur_affect) February 8, 2016
That Prius commercial, but with a Black driver and passengers. #ThingsThatWouldGoVERYDIFFERENTLY— Jean Genie (@JeanGreasy) February 8, 2016

It's impossible to discount the feelings of these viewers. They are some of the people Toyota is looking for, I would guess. So if people of color see something different than what Toyota intended, is this blindness on Toyota's part, willful or otherwise, or another example of the broader indifference to the life experience of people of color our society often shows?

Toyota wanted to appropriate hip-hop culture to sell electric cars to the millions of people watching Super Bowl 50. Instead, Toyota’s Prius ad reminded black folks–those of us who are 21 times more likely to be killed by America’s police than are whites; terrorized by a racist and classist carceral society; harassed and killed by white vigilantes empowered under “stand your ground laws”; and live in a United States where 12-year-old black children are de facto executed by cops who suffer no negative consequences for committing “legal” murder–of our vulnerability.
 This story is wonderful. And I'm not praising the appropriation I am reveling in the layers that we have to dissect to get to a place where we can, with proper knowledge, discuss what's going on today, with this commercial. And it starts, some forty-three years ago, from a white producer using non-white musicians to make music for what was basically a black exploitation film to today, Toyota using that music in a cultural context that gives people of color genuine reason to feel much differently than most white viewers would.

I know people at Toyota. They're good people and they promote tolerance and work against racism. But they're also mostly white and mostly male. The ad agency that produced the commercials? I don't know but I'm going to guess it's much the same and that, right there, is why problems like this occur. Without people of color, without a workplace that is truly inclusive, where everyone participates and has a voice, this situation will happen over and over again. Because even well intentioned people can create things that are insensitive at times. I would say that the people I know at Toyota would never do this consciously but, they have, arguably, done a fine job here of continuing a chain of cultural appropriation started a very long time ago.

There's so much to say here. Should I add in the NFL itself? The college football system that uses unpaid, mostly, people of color students to earn millions while the only people who make any money are the, overwhelmingly white sports admins and coaches? Should we talk more about the history of music where, for decades, white labels owners stole from artists of color (and, to be fair, lots of white artists)? There is so much to go through here that I think the very best I can do is hope to further the conversation.

Monday, February 8, 2016

Where I Show You What Twenty Million Dollars Looks Like

According to reports Toyota dropped twenty large on super bowl spots. I'm guessing that doesn't cover the cost of making the spots which, while possibly negligible compared to the ad buy, I am sure was still a significant amount of money.

So here are the spots in their longest versions.

"Heck On Wheels"

"The Longest Chase"


My opinion:
Classic Toyota commercials. They're silly. They're cute.The production values are the same as all other Toyota commercials. In other words, they very much fit into the video narrative that Toyota has created for all its vehicles. More below.

Other opinions on the commercials...

The Verge
In this ad, which aired during Super Bowl 50, four bank robbers — three of whom are played by Chris Bauer, Pablo Schreiber, and James Ransone, three members of the Sobotka family from The Wire — struggle to find a getaway vehicle, considering an Uber before deciding to steal a new Toyota Prius (and leaving a bag of cash for the owner). The police give chase, with the cops and perps poking fun at common perceptions of the car, mentioning farmer's markets and how it shouldn't really be hard for the cops to chase down baddies in a Prius.This is the second Super Bowl ad we've seen for the Prius this year. The first was inexplicable and awful, so it's nice to see Toyota get it right with this self-aware, tongue-in-cheek piece.
The Washington Post
There are, of course, more cynical ways to interpret this commercial, as many did on social media. It’s attention-grabbing for sure, but maybe not the attention Prius was hoping for.
The Baltimore Sun
Super Bowl commercials feature 'The Wire's' Sobotka family, Mike Tyson for Michael & Sons

And The Washington Post again, under the headline of "The Worst Commercials of Super Bowl 50"
The Prius was supposed to be the focus of this Toyota’s Super Bowl ad, but some social media users found the ad’s cavalier approach to a police chase a bit tone-deaf in the context of current events. Four white guys (fun fact: All played by actors from “The Wire,” a show that understands race) rob a bank and lead the police on a wild chase — with shades of O.J. Simpson — except everyone is more enthralled with the fact that they’re in a Prius than the multiple crimes they’ve committed.

Aol News...
Best use of an ensemble cast: 
The cast of "The Wire" made a surprise appearance in the Toyota Prius commercial and admittedly Prius powered right back into our hearts. 

Toyota wants you to know that if you are robbing a bank and need to get away quickly, a Prius is probably better than, like, a horse or something. Seems like a really specific market niche to hit.

Back to me...

As the saying goes, there are just about as many opinions as their are people. Or something like that. Suffice to say, there was no consensus, that I could find, on the Prius super bowl spots. Good and bad and a fair share of indifference.

While I don't think the spots are bad, I'm not sure I see the good. And maybe I'm not the target audience. Maybe Toyota is looking for new blood. Well, why be coy? Toyota has been so upfront on how they want to mainstream the Prius that it's beyond silly to pretend otherwise. Which makes me wonder why all the standard "a Prius can't go fast" jokes run through these commercials. From the first, absolutely (and possibly intentionally) awful "Heck on Wheels" spot to the two featuring the some of the cast of The Wire, a show which I have never seen. Heresy though it may be, from the perspective who had no connection to those actors, it was, well, tepid. But I get it and it's consistent, as I said above, with the kind of spots that Toyota has produced for all their vehicles.

The big question is, will it sell Priuses?

Saturday, February 6, 2016


Whatever anyone thinks of Toyota's decisions, Toyota is making boatloads of money doing what they do.

Friday, February 5, 2016

Prius Super Bowl Commercial

As you might imagine, the new Prius commercial we discussed below was all the rage in this morning's Prius news samplings.
I don't really have anything else to say other than, well, Toyota asked for it. They made a commercial where their product was the punchline and most everyone I've read got it. The general reaction I've seen to it has been mixed. Some folks genuinely appreciated the (sort of) self-deprecating humor that forms the backbone of this spot. Others, much like, seem less enthusiastic about the sillier approach.

It will be interesting to see the spot in the context of the super bowl, matched against other big budget spots and how it will look in comparison to those.

You'll hear more from me on Monday about this issue. I promise.

Thursday, February 4, 2016

This is what Twenty Million Dollars Looks LIke

Well, the cost of the ad and placing it during the super bowl.
Thanks to my friends at Prius Chat for tip and the video link.

Speaking only for myself, sadly, I think it's another misstep for Toyota Prius commercials. Toyota and their ad agencies love silly ads. I guess they're more "creative". For myself, I think you could have something like the ad below and got the point across much more effectively. As I said a couple of days ago when I first posted this, I think the jabs at the target group are misplaced. And the inclusion of those characters isn't going to appeal to purist petrolheads. So I think this commercial is nowhere near perfect but it's miles better than the silly ass Prius commercial above.
And just to either prove I'm not a total no fun guy or I'm a confused, mixed message nightmare. I love the talking ducks in the Prius spot.

It will be very interesting to see how this commercial performs for Toyota. Does it make you want to buy a Prius?

UPDATE: I just saw this. Score one for Toyota (unless this is a paid mention).

A Song With Your Anime?

Since today, we're all about the video here on the POG, here's the latest addition to Toyota Japan's Prius push. A song and music video to go with their Parts Impossible Girls.

Revel in it my friends.

Toyota's "Prius! Impossible Girls" project debuted last month with 40 car parts reimagined as girls, some even assigned voice actresses like Kana Hanazawa.
On January 25, the site added its "Real Voice Song" section with the track "Shijō no Koe" (Test Drive Voices) produced by Oster Project with the Vocaloid GUMI. The song utilizes the thoughts of 50 Prius test drivers sang by GUMI.

Toyota instructed the participants to use three English words when describing their experience and to compare the car to something else. Some of the results are comical, with lines in the song like:
"To put it succinctly, it looks like a starfruit.”
“The driving experience is like smooth yogurt.”
“It's an energetic kid running about.”
“It's a lioness.”
“A linear motorcar for the streets.”
“This car is a fighter, just like me.”
The website hosts a section for a game that isn't active yet. The website also boasts a card section that shows the various parts with different point values. Can badges, giant cushions, and wall scroll of the characters are also planned.

Video of the "Racing" Prius

Really, I got nuthin' here.