This also results in The Everyman accepting and embracing others. They like being around people who know and accept them and enjoy good-natured humour and laidback charm. Welcoming and inviting, The Everyman is often family focused and generally serves a basic need that is not extravagant or over the top.
Unpretentious, down to earth and practical, this advert shows how the Toyota brand is not part of a hierarchy, that everyone is equal, part of a team and included.
Their vehicles are for all people no matter what your religion, ethnicity or profession. The fact that everyone is meeting at a football game is a further emphasis of this archetype.
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.