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.
Synopsis: Eddie stuns his family when he announces he’s to be inducted into the National Honor Society. Evan isn’t surprised, but he’s furious with Eddie for not thanking him. Evan has secretly been supporting his brother’s good efforts because he’d like to visit him “at Stanford, not prison.” When Eddie says he doesn’t need Evan’s help, Evan schemes to set Eddie up for failure. Jessica, still getting notes from her editor for A Case of a Knife to the Brain, goes on a ride-along with police officer Bryson, in order to make her police language more realistic. She’s disappointed when Bryson’s work seems mostly to involve getting coffee and helping citizens bag their dog poop. Kenny Rogers tells Louis he’s going to sell back his half of Kenny Rogers’s Michael Bolton’s Cattleman’s Ranch, now dubbed Kenny O’Rogers’s Michael O’Bolton’s Cattleman’s O’Ranch in celebration of St. Patrick’s Day. Louis is overjoyed, but Kenny Rogers tells him he has to fire Matthew Chestnut, with whom Louis has developed a close friendship.
Know When To Fold ‘Em: This is just far too big a role for Bryson, who’s okay as a very minor character but annoying in anything larger. I’ve been glad to be rid of Mitch at Kenny Rogers’s Michael Bolton’s Cattleman’s Ranch, but Matthew Chestnut has been an equally irritating replacement. I would have welcomed his firing, but Louis keeps him aboard, which likely means we’re not through with him yet. Bleah.
Synopsis: In celebration of Chinese New Year, the Huangs have a contest to see who can go the longest speaking only in Mandarin. Grandma is apparently exempt, and the game comes down to Evan and Jessica. Their dialogue through nearly the whole episode is in Mandarin. Emery is pleased that his year of bad luck is over, and he’s eager to ask his crush Celeste to the Spring Fling. His confidence is down, so Louis tries to help, much to Emery’s displeasure. Eddie doesn’t understand why he didn’t get a red envelope from Big Auntie, with whom he’s been in a fight he wasn’t aware of.
“You tried to use Hanson against me? They’re just boys!” (Evan)
