Toyota, like many other companies, understands the power of online video stars as spokespeople, but the influencer it has turned to for one of its recent campaigns is not exactly a typical brand partner. The enigmatic creator of the popular Bad Lip Reading (BLR) videos teamed up with the automaker for a series of humorously-dubbed commercials.
Three of Toyota’s BLR videos are available on the company’s YouTube channel. In each one, the BLR creator — who is believed to work in the music industry, though his identity has never been publicly revealed — adds some nonsensical copy to the script before ceding the floor so that Toyota can “talk about the car.”
What makes Bad Lip Reading such a great channel is its ability to recontextualize serious subject matter in a silly, farcical manner. Since Toyota’s commercials don’t have an initial reference point that viewers can connect to, their jokes — while funny — don’t have quite the same level of brilliant absurdism as a typical BLR entry. For fans of BLR videos, however, Toyota’s new ads are at least more fun that the typical 30-second spot. Will they launch a branded content career for the creator behind YouTube’s most famous dubs? One would think the NFL should call him next.