TV commercials motivate, offend, seduce, inform; the goal being that we desire what they are offering after viewing it. When you are in Toyota's position they want to restore buyer confidence; which means keeping old customers while still reaching new ones.

Their approach to this seems to be a series of smoke and mirrors TV ads, each carefully designed to appeal to the buying mentality of a chosen demographic. They are probably most proud of the Avalon commercials, stylized, conceptual and ultimately useless. If these ads where run in the midst of their heyday, then by all means break out the champagne. Celebrate with the nostalgia and fantasy that they represent. However in light of the gravity of their current bad media don't present your customer with a fairy tale.

When embarking on a new media campaign take stock of where your company is, the attitude of your customers/clients towards you, the economical and social feeling of the time and then ask yourself what do your customers expect from us and how can we best fulfill this need.