Few parents want to own a minivan. While it’s symbolic of being a good parent, a minivan is the laughingstock of the automotive world. So it was a huge challenge for Toyota to get parents to actually desire the newly redesigned Sienna, much less make it the vehicle people really want to talk about. To do that, Toyota had to change the parents’ perspective and recognize that our minivan can be “cool.” As a result, even people without kids wanted a “swagger wagon.”

Minivans are the laughing stock of the automotive world. Not to mention a badge of shame for American who drive it: the parents. It’s a vehicle no one really wants to own but they do so because it’s the right vehicle for families. So it was a huge challenge for Toyota to get parents to actually desire their newly redesigned Sienna much less make it the vehicle people want to talk about.

As a result of the campaign, to date, the “The Sienna Family” series received over 18 million views. The Swagger Wagon video, alone, has garnered close to 9 million. Hundreds of families across the country have created their own Swagger Wagon video. News agencies have called the work the reason behind the “rebirth of the minivan” in America. But more importantly, the sales of the 2011 Sienna greatly exceeded yearly sales expectations by almost 20%.