Toyota Swathes the Usual Pitch in Elaborate Flash

Toyota pairs up with Swedish agency SWE to create On Toyota's Mind, a site that's supposed to creatively communicate to Swedes what Toyota's philosophy and values are without directly selling vehicles.

The site's certainly unique and has interesting music involving what occasionally sounds like a goat, but despite assertions that "we're not trying to sell any car directly on the site!" (PR guy, verbatim) every graphic leads to a cleverly-rendered media-kit style pitch about different facets of Toyota and new vehicle features. And unless what they're referring to is the tone in which this Flash-ridden kit was written, we're not finding much philosophy either.

We much preferred the Aygo campaign. At least then they were more direct about their intention: actually getting a car inside your living room. - Contributed by Angela Natividad