You know you love a campaign when you’re jealous or sad that you did not make it yourself. Such is the case with this narrative approach to customer testimonials executed last year by Toyota and Saatchi & Saatchi.
The animation is great, and the stories from real customers are great. This is a classic example of how consumer-generated content is made better by the brand. For me, that’s always been the key to consumer involvement in advertising. The agency has to make the consumer’s creation better than it might otherwise be on its own.