Subaru and Toyota are going two different directions with their advertising.
Subaru is creating powerful emotional connections. Toyota is offending people.
In this analysis of the Subaru “I’m Sorry” ad, we see an awesome example of something most companies find very hard to do: sell the benefits of the product instead of the product. Toyota’s ads featuring comedian Pat Cassidy are an outstanding example of the very worst in advertising. I’m embarrassed for Pat that he made these ads, and embarrassed that Toyota actually paid someone to write them. Horrendous stuff.