Toyota is running a full-page newspaper ad in the US which boldly pokes fun at the high-profile punch-up between Jay-Z and Solange. The ad depicts a Toyota saloon with ‘Jay-Z’ written on one side and ‘Solange’ on the other, accompanied by the tag line ‘For when you need space.’
Aside from amusing readers by referencing the fight between Jay-Z and Solange, the ad fits in nicely with Toyota’s recent push to highlight its flexible storage accessories such as roof racks. Toyota hopes that this ad will convince prospective customers that they may have 99 problems but a lack of storage space won’t be one.
This ad is a great example of topical, real-time marketing which uses a hot topic to promote a product. The reported elevator punch-up between Jay-Z and Solange was one of the most scandalous celebrity gossip stories of recent times, and Toyota’s simple ad cleverly leverages the buzz surrounding the incident.