The 2013 Toyota Corolla Auris Commercial Pushes Gender Boundaries
Alexandra Serrano — August 23, 2012 — Naughty
A bold statement of androgyny, the 2013 Toyota Corolla Auris Commercial is controversially modern.
The short takes place in a modern room in which the audience sees a strikingly beautiful model walking along a runway. The ad goes on to strut as if on the runway with a fierce attitude. As the model continues to rock the runway, the model's androgynous allure becomes more apparent.
With a slogan that reads ”Not in trend, not casual, not for everyone,” the commercial is boundary-pushing in its subject matter. Lines that used to define gender norms are blurring as society becomes more accepting. Fashion has already embraced the like of Andrej Pejic and his undisputed beauty. The fact that a mass industry company like Toyota has capitalized on this acceptance is huge win for the LGBT community.
The short takes place in a modern room in which the audience sees a strikingly beautiful model walking along a runway. The ad goes on to strut as if on the runway with a fierce attitude. As the model continues to rock the runway, the model's androgynous allure becomes more apparent.
With a slogan that reads ”Not in trend, not casual, not for everyone,” the commercial is boundary-pushing in its subject matter. Lines that used to define gender norms are blurring as society becomes more accepting. Fashion has already embraced the like of Andrej Pejic and his undisputed beauty. The fact that a mass industry company like Toyota has capitalized on this acceptance is huge win for the LGBT community.
Trend Themes
1. Gender-blurring Advertising - The 2013 Toyota Corolla Auris Commercial challenges traditional gender norms in advertising, creating opportunities for other brands to embrace androgyny.
2. Acceptance of Non-binary Beauty - The commercial showcases the increasing acceptance of androgynous beauty in mainstream media, opening up opportunities for beauty and fashion industries to cater to non-binary consumers.
3. LGBT Representation in Mainstream Marketing - Toyota's use of androgynous imagery in their ad signals a shift towards LGBT representation in mass industry campaigns, providing opportunities for other industries to follow suit.
Industry Implications
1. Automotive - The automotive industry can capitalize on the trend of gender-blurring advertising by featuring diverse and androgynous models in their marketing campaigns.
2. Fashion - The acceptance of non-binary beauty presents a disruptive innovation opportunity for the fashion industry to create inclusive and gender-neutral clothing lines.
3. Marketing and Advertising - The use of LGBT representation in mainstream marketing campaigns can inspire other companies in the marketing and advertising industries to adopt more diverse and inclusive strategies.
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