Toyota’s latest 30-second ad, “Eli Manning Proves Toyota Rolls Deep,” brings some NFL star power and humor, with former quarterback Eli Manning leading the charge. As part of Toyota’s ongoing partnership with the NFL, the commercial blends football-themed jokes with Toyota’s rugged, dependable image. But does it hit the mark or fumble the play? Let’s break it down.
Humor with a Dash of Cringe
First off, the humor is lighthearted, as you’d expect from an ad featuring Eli Manning. Manning is known for his goofy, self-deprecating charm, and he doesn’t disappoint here. His banter with NFL players Kyle Hamilton, Christian Gonzalez, and Michael Pittman Jr. sets a fun, casual tone to appeal to football fans. Manning jokingly claims that football runs so deep in Toyota’s DNA that the company’s logo consists of three football shapes and that their vehicles provide “quarterback-level protection.”
However, while the concept is funny, some jokes feel forced. For instance, Manning’s playful claim that his middle name is now “Toyota” definitely ventures into cringe territory. It’s a cheesy gag that might make some viewers chuckle, but others might roll their eyes. The humor in this ad walks a fine line between being genuinely funny and just trying a little too hard to be clever.
The Football Connection
Toyota’s attempt to connect its brand with football is clear, and the execution is fairly smooth. Manning does an excellent job of selling the idea that Toyota vehicles are as tough and reliable as a good quarterback, and the ad reinforces Toyota’s deep ties to the NFL. It’s a fun way to leverage Toyota’s ongoing partnership with the league, but at the same time, the football analogies are pretty shallow. Sure, the Toyota logo has some football-like shapes, but does that make people think of football when they see a Toyota on the road?
Manning as the Star
Eli Manning carries the ad with his usual goofy charm, and this is a win for fans of his personality. He’s likable and easygoing, making the somewhat over-the-top humor more digestible. However, even with his natural charm, some of the dialogue feels stiff, as if the jokes were trying to cram too many puns into too short of a runtime.
The interaction between Manning and the NFL stars is fun, but it’s pretty brief, leaving little room for any real connection between the players and the brand.
Pros:
- Eli Manning’s Charm: Manning’s playful and easygoing personality helps sell the humor.
- Fun Football Humor: The ad is quick, light, and filled with football-related jokes, making it appealing to NFL fans.
- Clear Branding: Toyota’s association with football is prominent, effectively tying the brand into the NFL world.
Cons:
- Cringey Jokes: Some jokes, especially Manning’s claim that his middle name is now “Toyota,” feel a bit forced.
- Shallow Football Tie-ins: The connection between football and Toyota feels a little surface-level, relying too heavily on wordplay rather than meaningful ties.
- Missed Opportunity for Deeper Engagement: While Manning is likable, the ad doesn’t take full advantage of the NFL players, leaving their roles minimal.
Conclusion: A Fun, If Cringey, Drive
Toyota’s “Eli Manning Proves Toyota Rolls Deep” ad is a fun, fast-paced attempt to link the brand with the NFL through humor and Manning’s charm. While some of the jokes land, others veer into cringey territory, making the ad feel a bit uneven. Still, it’s a solid effort to keep the Toyota-NFL partnership fresh and engaging, and Manning’s likability helps smooth over some of the rougher moments.
It’s a playful, if slightly cheesy, commercial that will likely resonate with football fans but might leave others cringing at the forced jokes.