SOAKING UP THE LA AUTOSHOW WITH SPONGEBOB
Who lives in a pineapple under the sea? Not SpongeBob…he’s taken up residence in a Toyota Highlander.
At the LA Auto Show press days, I was overwhelmed by oh-so-many amazing four-wheeled feats of engineering. However, the clear standout for soccer moms: the Toyota Highlander SpongeBob-mobile. Yes, the square pants-wearing unusual creature is featured in his natural aquatic habitat, including a fully functioning aquarium you can see through the windows. SB himself is there exhaling bubbles as the fish swim by. The vehicle also serves as a nice tie in to Toyota’s annual kids’ “Dream Car Art Contest.” Between the SpongeBobbing and the contest, Toyota is exhibition some nice family values branding here.
Admittedly, this may not be the #1 draw for the journalists who want to hear about things like horsepower and hybrid technologies. However, I’m confident it will be what consumers with kids (and kid consumers) flock to when the show opens to the public.