The Viral Houston Dad's Craigslist Ad
A Case Study on the Power of Copywriting
An Unexpected Marketing Hero
In a digital world cluttered with noise, a Craigslist ad for a 19-year-old Toyota Corolla broke the internet. Why? It wasn't sleek, but it was refreshingly real. It was so real that I laughed so hard when I read it that my girlfriend made me read it aloud. By the end, we were both in tears (full ad copy below).
So… what made this ad not just viral but a lesson in marketing genius? Let’s dive in 👉
What Made It a Success?
The Art of Sarcasm
By poking fun at the very concept of selling, it engaged readers in a way that felt more like a conversation with a witty friend than a sales pitch. It's a bold move, but when done right, it captures the hearts of millions.
Relatable Over Glamorous
People don't just buy products; they buy experiences and connections, and they buy for two reasons: (1) to solve pain or (2) to bring pleasure.
Tell them how you will do one, the other, or both.
Storytelling Beats Specs
Instead of bombarding us with technical specs, the ad told a story. It made us imagine surviving an apocalypse with this car. Stories create emotional connections, and emotional connections sell.
Honesty: The Best Marketing Policy
This ad was brutally honest. It wasn't trying to be your best friend; it was the friend who tells you the hard truths. In marketing, honesty isn't just refreshing – it's effective.
Embracing the Ordinary
In a sea of dream selling, this ad sold reality. And in doing so, it stood out. There's a unique charm in embracing the ordinary and showcasing it in an extraordinary way.
Conclusion: The Legacy Lives On
The 1999 Toyota Corolla ad from Craigslist in 2018 might not have won any beauty contests, but it was a masterclass in marketing. It showed that being bold, authentic, and a bit unconventional isn't just fun; it's effective. In a world where everyone is trying to outshine each other, maybe it's time to just be real. So, as you continue your marketing journey, remember to embrace your inner rebel, speak the language of your audience, and always keep it real.
The Craigslist ad for the 1999 Toyota Corolla - Fine AF: Where Marketing Meets Authenticity.
How to Make It Your Own
What's the funniest, no-BS description you can give for the most boring item in your room right now?
The Original Ad:
1999 Toyota Corolla - Fine AF
You want a car that gets the job done? You want a car that's hassle free? You want a car that literally no one will ever compliment you on? Well look no further.
The 1999 Toyota Corolla.
Let's talk about features.
Bluetooth: nope
Sunroof: nope
Fancy wheels: nope
Rear view camera: nope...but it's got a transparent rear window and you have a fucking neck that can turn.
Let me tell you a story. One day my Corolla started making a strange sound. I didn't give a shit and ignored it. It went away. The End.
You could take the engine out of this car, drop it off the Golden Gate Bridge, fish it out of the water a thousand years later, put it in the trunk of the car, fill the gas tank up with Nutella, turn the key, and this puppy would fucking start right up.
This car will outlive you, it will outlive your children.
Things this car is old enough to do:
Vote: yes
Consent to sex: yes
Rent a car: it IS a car
This car's got history. It's seen some shit. People have done straight things in this car. People have done gay things in this car. It's not going to judge you like a fucking Volkswagen would.
Interesting facts:
This car's exterior color is gray, but it's interior color is grey.
In the owner's manual, oil is listed as "optional."
When this car was unveiled at the 1998 Detroit Auto Show, it caused all 2,000 attendees to spontaneously yawn. The resulting abrupt change in air pressure inside the building caused a partial collapse of the roof. Four people died. The event is chronicled in the documentary "Bored to Death: The Story of the 1999 Toyota Corolla"
You wanna know more? Great, I had my car fill out a Facebook survey.
Favorite food: spaghetti
Favorite tv show: Alf
Favorite band: tie between Bush and the Gin Blossoms
This car is as practical as a Roth IRA. It's as middle-of-the-road as your grandpa during his last Silver Alert. It's as utilitarian as a member of a church whose scripture is based entirely on water bills.
When I ran the CarFax for this car, I got back a single piece of paper that said, "It's a Corolla. It's fine."
Let's face the facts, this car isn't going to win any beauty contests, but neither are you. Stop lying to yourself and stop lying to your wife. This isn't the car you want, it's the car you deserve: The fucking 1999 Toyota Corolla.
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