“Saved by zero”

“It’s like the song that never ends, and it goes on and on my friend.”

Remember that little diddly from childhood? I do. How could I not? The chorus burned itself into my psyche at a very early age. Toyota’s latest TV spot, promoting zero percent financing, is going for that same brand of memorable.

I at once both hate and love this messaging strategy. It’s annoying, yet effective. Also, it might be indicative of a larger trend. Pair it with Subway’s “five dollar…five dollar…five dollar footloooooong” mantra, and you’ve got quite a double threat of brain-swallowing, panic-spend-inducing rhetoric. How many more are inviting themselves to this party in an effort to loosen the vice grip people have on their cash in the Bush economy? As many that can.

It’s not a new trick. Not at all. Some of the best advertising in history had its creators cupping their ears as vehemently as they rung their cash registers. Results are what matter, after all.

As an artiste, I really do hate the spot, but my internal Caesar de Stratego can’t help but give it the thumbs up.

-AB