Vigo Champ is the latest model of the Vigo family by Toyota. It has style, ruggedness and that raw attitude which separates sedans and saloons from all-terrain 4X4 pick-up trucks. Rolling out in black color, Vigo Champ is one exciting Toyota vehicle which would have already made guys drool over its television commercial (TVC) and hoardings. Although Vigo Champ has a slightly modified exterior and a much different interior, it really is a vehicle which can become the talk of the town, only among those who have the money and the passion to drive such heavy vehicles.
The TVC of Vigo Champ is a mismatch of the vehicle and the target market to say the least. Over the years, the Vigo has established itself as a brand which reflects an uneven terrain accompanied with a ‘yes-can-do’ attitude and ‘commando-type’ boldness. Therefore, showing a family in their TVC doesn’t create that link. Had it been a TVC for Toyota Camry or Altis, the family concept would have worked fine, but not with Vigo. The reason being that the Vigo brand can never be associated with a family, for a family directs the mind towards security no matter how happy they see on television. A 4X4 vehicle is always used for hunting and/or doing those activities which are not done with families but are carried out with young, energetic men.
In the Pakistani context, vehicles like Vigo Champ bring big shot politicians to mind who commute in such vehicles with guards sitting at the back carrying weapons. In my opinion, Vigo Champ TVC should have used a group of friends going on a hunting trip when their trip is imperiled by heavy rain and a risky terrain. Using the strength and caliber of Vigo Champ, the driver steers the vehicle with precision over a rocky path, safely reaching their destination. The concept should have blended excitement and adventure along with showing the audience with what the Vigo Champ can really do. Vigo Champ is an exhilarating vehicle to look at, but the might and valor of Vigo Champ has been greatly diluted by showing a family. Great vehicle, no-so-great campaign!