Dis-Repectfully Yours

Time was when the Japanese represented a culture of respect. But that has gone the way of the ancients.

Witness the Toyota Sienna commercial (below). Dad has spent four weekends working on a fabulous tree house for his son. Rather than enlist Boy's help and cultivate Boy's vested interest in the project, Dad does all the work himself. Boy seemingly has spent this time sitting in the Sienna with Friend, playing Old Maid, watching movies, all the while enjoying the air conditioning, stereo system and leather seats. While Dad is talking, Boy interrupts repeatedly to ask whether the tree house has the same amenities as the minivan. Even Friend interrupts Dad to ask Boy if he has any three's. This commercial is just wrong, on several levels.

One, it's probably safe to assume that because Dad has been working weekends on the tree house, he works to support his family. Everyone needs to contribute to the household, and Boy needs to be helping Dad on the project. Contrary to what many -- including an ex-husband -- believe, giving children chores and expecting them to help out is not abuse. It is preparing them for life. So, Dad doesn't respect Boy enough to involve him in the project that will benefit him.

Two, Boy has all the power. His father, the slave, spends his free time working on a project for Boy, sans the air conditioning, movies, leather seats and conversation that Boy has enjoyed. Boy dismisses Dad's effort and enthusiasm. Boy is completely void of respect for Dad whose actions do not "look like a man" (thank you, Miss Swan of Mad TV).

Three, in an era when people are trying to reduce consumption, Dad has allowed Boy and Friend to sit in the minivan for four weekends (the equivalent of more than a week!) playing cards and watching movies. Talk about low mileage! No one in the commercial has respect for the environment.

As a former newspaper editor and marketing executive, I know the ad is not meant to be taken literally. Yes, I've seen all the claims that people and children don't learn/mimic behavior they see on TV and movies or hear in songs. Yet, companies like Toyota spend multiple millions to have their 30-second spots aired across the spectrum (they're after reach and frequency) to drive behavior.

In the case of this ad, the list of amenities is repeated articulately by a child actor reminiscent of Haley Joel Osment (no accident, I'm sure). Good for sales. Unfortunately, the message is framed by a total lack of respect.

Toyota, I expect more of you and your Japanese heritage.