Toyota are simultaneously riding the waves of net-popular memes while mocking them, and then riding it again. This way you can get your cute cat video dose at the same time as your gather information on cars. Isn't that right Mr Porridgefield? Porridgefield? Whatever happened to classic cat names like Chairman Meow, Sir Hurkenstein, The Duke of Hurl, Lady Spewtastic, Lord Launch Lunch or just straight up "Hairball launcher 2000™"?
See also the Toyota "annotations" ad where the youtube annotations feature is mocked and used until they cover the whole screen. It's like an avalanche.
Ad agency: Saatchi & Saatchi LA