Two news-to-me items:
2. For this year’s “new generation” Aygo, Toyota wants you to “Go Fun Yourself.” (Hat tip: Dan Clayton in Essex, UK.)
It’s a double whammy, folks! Numero uno, another candidate in the Near-Profanity Sweepstakes, F-word division. It’s a category already overpopulated with entries like Fresh ’n’ Easy’s “It’s about time life was this f’n easy” and Booking.com’s “Look at the booking view!” (For more, see my post from June 2013.)
And numero two-o, it’s another example of the funny uses of funin the language of commerce. We’ve seen comparative fun (funner), superlative fun (funnest), and even super-comparative fun (funner-er). Now Toyota has transformed fun into a reflexive imperative verb.
The Italians must think the slogan is untranslatable.
Via Luca Crescenzi Events: “TOYTOA – AYGO è felice di invitarti a: ‘GO FUN YOURSELF’ #areyoufun.”
But the French? Mais non.
“Passez en mode fun.” Via WN.com.
As for English-speakers, in case you didn’t quite grok the quasi-vulgarity, Toyota and Saatchi drive it home, so to speak, with “For fun’s sake.”
Inspired by a popular acronym and hashtag, #FFS.
You may recall that Toyota isn’t the first mass brand to hop on the F train. Last year Jell-O verbed funin a boundary-pushing campaign called “Fun My Life.” The #FML hashtag made it clear that Jell-O knew exactly which boundaries it was pushing. Bye-bye, Bill Cosby.
Despite the boggling number of Urban Dictionary upvotes, FML does not mean “Fix My Lighthouse.”
What else can we say about Toyota’s creative effort? Well, the copy avers that “The spirit of playfulness is alive in this small car.” The spirit of punctuation, however, is on its last wobbly legs.
Sophisticated dramatically styled and compact. We’ve designed our best small car ever, now it’s time you got involved.
The idiocy of this slogan truly boggles the mind! I’m an avid user of the longer F word in the right context, but Toyota has shot itself in the foot with this one...not funny, not clever, won’t sell cars.
And the Daily Mail’s car reporter, Chris Evans, cried “false advertising”:
Go Fun Yourself? What? How? Where? With whom?
There is no fun in this car. I know, I checked – under the bonnet, under the seats, in the glove box and for three days.
Three days of driving that I’ll never get back. This car doesn’t look fun, it doesn’t feel fun, it doesn’t drive fun.
Finally, and with apologies to Aygo, I go out with the joke that inspired the title of the Oscar-winning 2012 movie Argo, as well as the title of the movie-within-the-movie:
- Knock knock.
- Who’s there?
- Argo who?
- Ar … go fuck yourself!