Asian American Commercial Watch: Essilor Ultimate Lens Package – Eyezen Single Vision Lenses

While watching the March Madness game of Texas Tech vs. Gonzaga, I caught this commercial:

“Learn more about how you can get $100 instantly* when you purchase the Essilor Ultimate Lens PackageTM and a second pair of qualifying lenses at www.instant100.com.”

I’ve never heard of Essilor, but the commercial definitely caught my eye (pun intended) with a tall Asian American man.  It was good to see an Asian American shown as creative and making an impact at work, although making him a gamer seemed stereotypical.  Personally, when it comes to buying prescription glasses, I’m not necessarily drawn to brands but style – which could be of any brand.

Asian American Commercial Watch: McDonalds – Mike Ginn

I saw this commercial originally posted/shared on Facebook, with actor Mike Ginn playing a bartender closing up and catching breakfast after a long night:

“No matter how different we are, at McDonald’s, we have more in common than we think.”

I think maybe McDonald’s is trying to counter the feeling of divisiveness in our country generated by Trump and remind Americans that we share a lot of things in common, including simple things for breakfast. I, for one, do like McDonald’s breakfast – especially with the hash brown included in the meals, and of course, coffee!

 

Asian American Commercial Watch: This is the Avery’s


Asian Americans are in more and more TV commercials these days, but when I saw this Wells Fargo ad, it immediately caught my attention.  Rather than the familiar white man Asian woman couple commonly portrayed in commercials, it has an Asian guy married to a non-Asian woman of color (either African American or Latina or both – hard to really tell here).  There have been a few commercials with an Asian male in an interracial relationship like this one of Asian male and white female, but I personally don’t recall any commercials with this particular pairing.  I also like the fact that the Asian American guy isn’t a nerd or martial artist and seems pretty outgoing and worldly.

While Wells Fargo has been in the news lately for a variety of problems and lapses in  judgment, I would have to agree with the commercial that eating out a lot can really strain a budget.  This ad was part of Wells Fargo’s rebranding efforts called This is Wells Fargo.

Asian American Commercial Watch: Discover’s ‘”Freak Out: Spread the News”

This spot is called “Freak Out: Spread the News,” starring actress Stephanie Hsu.

Discover Card has had Asian Americans in their commercials before. In fact, it looks like they have revisited the character from a previous Discover card ad about an office holiday party.

In this one,

A woman learns, from another Asian American woman in customer service:

that she gets cash back matched by Discover Card on the amount she earns herself.

Asian American Commercial Watch: Bounty’s ‘Pirate’

https://youtu.be/-a7P4t2cxf0

I was pleasantly surprised to see this Bounty commercial while watching NBC Nightly News over the weekend recently depicting a dad with his two daughters:

“Spilled something? Quick! The Quicker Picker Upper! Bounty paper towels pick up spills quicker and are 2x more absorbent* so you can get back to more important things.”

Reminded me of my brother’s family, since he has two young daughters. I thought the slow motion reactions displayed also added a bit of humor to the commercial.  It’s good to see Asian American families portrayed as regular American families.

Asian American Commercial Watch: Rocket Mortgage by Quicken Loans’s ‘Megan Is Confident’

https://youtu.be/YtcYRdabEA0

Buying a house and applying for a mortgage can be a complicated and intimidating process, but Rocket Mortgage by Quicken Loans is supposed to make the mortgage part easy:

“Megan may have confidence in the courtroom, but when it comes to her mortgage, she’s in a hairy situation. Luckily for her, there’s Rocket Mortgage by Quicken Loans. It lets you apply simply and understand fully so you can mortgage confidently and get approved in minutes. Find the missing link in your mortgage by visiting http://www.RocketMortgage.com.”

Given all the paperwork and signatures I had to go through to get my mortgage and home, I really do wonder how easy Rocket Mortgage does simplify the process. Buying a house and applying for a mortgage is intimidating. I’m for anything that makes the process easier to understand.

Asian American Commercial Watch: McDonald’s ‘Office Kleptos’

https://youtu.be/2eyLiLgaP1I

I can’t recall having brought my lunch to work and having it taken. However, in this McDonald’s commercial, that is the premise of this commercial:

“Check out the new $1 $2 $3 Dollar Menu if you have coworkers at your office stealing your lunch. Choose from McDonald’s menu items like the McChicken® for one dollar and top it off with any size soft drink for only a dollar!”

Paul’s lunch has been taken, so he goes off to McDonald’s to get lunch.

Except for Chicken McNuggets, I don’t go out of my way to eat at McDonald’s unless I’m pressed for time (as In & Out, you do have to wait – but can taste the difference in the burgers).

Asian American Commercial Watch: Day in the Life with Qualcomm Snapdragon 845

If you own a high-end Android smartphone, it most likely has a Qualcomm Snapdragon processor. Recently, Qualcomm announced their latest and greatest, the Snapdragon 845, and highlights some of the benefits in their corporate video (okay, so not really a broadcasted television commercial):

“Qualcomm’s new Snapdragon 845 processor is about to transform flagship mobile devices. New architectures will deliver immersive AR and artificial intelligence. VR meetings and 360-degree video over LTE will revolutionize collaboration, while voice interaction means personal assistance will always be on the ready. UHD premium capture will make colors pop like never before, not to mention beyond-all-day battery life will let you work, share, and explore as long as you want. See what other standout features are coming.”

The corporate video shows an Asian American woman utilizing her Snapdragon powered devices throughout the day, including video chatting with her husband in a VR meeting (which I don’t think is going to be mainstream in the near future …)

 

Asian American Commercial Watch: Panda Express’ “Breaking the Ice”

I just saw this new Panda Express TV commercial, “Introducing Peking Pork – Breaking the Ice“:

“New Peking Pork from Panda Express is peking your appetite with crispy pork chop bites, hand- cut peppers and white onion, wok-tossed in a sweet and sour glaze. It’s American Chinese comfort food that’s made to satisfy in any situation.”

It surprisingly stars Wong Fu Productions’ Philip Wang. I think this is the first time I’ve seen Wang star in a TV commercial. Also, I think this is the first Asian Male / Hispanic Female pairing in a commercial ever. Additionally, I wonder if we’ll start to see more of Wang in TV commercials, then television and then movies (like how Randall Park’s career progressed).

The premise of the TV commercial is that Wang plays the Asian American boyfriend who is bringing Panda Express takeout to his Hispanic girlfriend’s home. The woman’s father is not exactly that friendly – until Wang offers (or is “breaking the ice”) some Peking Pork for the father to try. After that, the father lets down his protective guard.

Asian American Commercial Watch: Toyota & “Different Ads, Different Ethnicities, Same Car”

https://youtu.be/HMlmPxD9KK8

A recent New York Times article covers Toyota’s marketing efforts:

Companies have developed commercial campaigns aimed at minority groups for years, often in conjunction with specialized ad agencies. But Toyota’s efforts show how major companies are adjusting their marketing tactics as the nation’s demographics shift.

Some wonder, though, if these kind of specialized ads are even needed when the country’s population is getting more diverse.

“You see a real blending and a more progressive acknowledgment that there is significant diversity” in mainstream advertising, said Shalini Shankar, a professor at Northwestern University and the author of the book “Advertising Diversity.” Still, she said, “it doesn’t hurt to have more stuff that acknowledges that race is real.”

For Toyota and Asian American consumers, this is what was reported:

“In the commercial titled “Captivating,” a Chinese-American father picks his daughter up from baseball practice in a red Camry. She is focused on her tablet in the backseat until he turns Pandora on. As the music kicks up and the engine revs, both of their faces light up.

The ad is from interTrend, a Long Beach, Calif., agency that specializes in marketing to Asian-Americans. It is the only Camry broadcast spot to focus on a father and daughter. The father was specifically cast to “highlight a not-often-seen behavior,” said Julia Huang, interTrend’s chief executive, who is Taiwanese-American.

“Traditionally, Asian fathers show less emotion and affection toward their kids,” Ms. Huang said. “We wanted to show that driving the Camry brought out a different side of an Asian dad and how he wanted to share the experience with his daughter.”

I think that maybe 1st generation Asian fathers show less emotion and affection toward their kids, but for those born-and-raised in the U.S., I think the opposite is true. I see this with my brother and his daughters. Though I think most dads who are driving their kids are fairly conservative drivers…

I found the same exact commercial on Toyota’s YouTube channel with an Indian American family instead:

https://youtu.be/Hf69rCm4FYg

I’m always interested to see how commercials are shot, and re-shot or footage reused. Same exact commercial but definitely catching the eye of its intended audience as well as the general public.

Chloe Kim’s Kellogg’s Corn Flakes Box -Sold Out in 7 Hours!

I first heard that Olympic Gold medalist in halfpipe snowboarding Chloe Kim made the cover of Kellogg’s Corn Flakes while watching an interview with her on The Tonight Show starring Jimmy Fallon, and then later, finding the press release:

“To celebrate Chloe Kim’s Gold Medal win with Team USA at the Olympic Winter Games PyeongChang 2018, Kellogg’s® has announced that she will be featured on Gold Medal edition boxes of Kellogg’s Corn Flakes®. Boxes are available in limited quantities for a short time only on KelloggsFamilyRewards.com.

The Gold Medal Edition Kellogg’s Corn Flakes cereal box is available on KelloggsFamilyRewards.com, while supplies last. Fans can visit KelloggsFamilyRewards.com for information about how to become a member and order their very own collectible box.”

But I was disappointed to not only learn that this special edition box was only available online, but was already sold out:

“On Wednesday night, the Chloe Kim “Gold Medal” box was announced on The Tonight Show Starring Jimmy Fallon and became available online. It sold out in seven hours, according to Sam Minardi, director of brand marketing at Kellogg Company. “That is a record,” Minardi said in an email.”

I wonder why Kellogg decided to only make this available online! I mean, Nathan Chen’s box made it into retail, and he didn’t even medal (though he was expected to …)

Asian American Commercial Watch: Minute Maid’s #ShibSibs Journey – Maia and Alex Shibutani

https://youtu.be/sCxTokW3310

Congratulations to brother-and-sister duo Maia and Alex Shibutani on winning the Bronze in the 2018 Winter Olympics for Ice Dancing. No doubt, if you’ve been watching the Winter Olympics, you’ve seen this ad, which really doesn’t seem like an ad, highlighting the sibilings’ journey to the Olympics:

“Minute Maid is proud to support Maia and Alex Shibutani on their journey to The Olympic Winter Games. The siblings and teammates know a thing or two about healthy competition, but they also know that the best moments – both on and off the rink – are often shared. Cheers to the #ShibSibs

I had noticed recently that the Shib Sibs had posted a YouTube video seeing for themselves for the first time on some Minute Maid cartons:

So I wound up going to my local grocery store to check out the Minute Maid cartons. However, I could only find three out of the four that they mentioned:

I wonder what the 4th carton is?!?

Also, I had noticed that Intel was one of their sponsors as well, when I noticed on Facebook, Intel congratulating them:

I knew that Intel was an Olympic sponsor, given that they powered the Drone exhibition during the opening ceremonies of the Olympics.But I didn’t know that Intel had sponsored any athletes. But a quick Google search came across this press release listing their sponsored Intel athletes (which I thought was kind of an oxymoron …):

  • Ayumu Hirano – Japanese snowboarding phenom and silver medalist in halfpipe at the
    Olympic Winter Games Sochi 2014.
  • Fan Kexin – Chinese short track speedskater and silver medalist in the 1,000 meter at the
    Olympic Winter Games Sochi 2014.
  • Hannah Brandt – Forward on the U.S. women’s Ice Hockey Team and University of Minnesota’s
    all-time points leader.
  • Marissa Brandt – South Korean ice hockey defender and former star at Gustavus Adolphus
    College.
  • Maia and Alex Shibutani – U.S. ice dancing team and current two-time U.S. champions.

It’s interesting that Intel sponsors non-U.S. athletes, but then again, they are a global company with global customers.

Again, congrats to the Shibutanis on winning the Bronze!