Asian American Commercial Watch: Toyota 2012 TV Ad Campaign Targeting Asian Americans

http://youtu.be/GEAAKaur0jk

Asian auto manufacturers are no stranger to targeting the Asian American market, and certainly Toyota is no different. With the launch of their newly redesigned and forever popular Camry (which was my first car I ever owned and drove over 200,000 miles on), Toyota’s efforts around targeting the Asian American market will be leveraging the popularity of Korean TV dramas:

Award-winning South Korean actor Lee Min Ho, a rising sensation throughout Asia, has been cast in the starring role alongside the 2012 Toyota Camry. … The campaign launches with the premiere of a 60 second TV spot and dedicated website (www.toyota.com/oneandonly). There, viewers will find the full story, a four-part web series, with each episode highlighting a different aspect of the Camry, including the optional Entune multimedia entertainment system, a “Best in class” MPG rating, the advanced Blind Spot Monitor, and 10 standard airbags.

I have never watched a Korean soap opera/drama (let alone Chinese, Taiwanese, etc…) in my life, but  I know they are hugely popular in Asia as well as in America with many Asian Americans. I find this initial commercial / trailer a bit confusing at the beginning, but highly entertaining and find some of the new features for the Camry pretty interesting and wondering myself when I should upgrade to my next car. I am curious how the other follow-on commercials will continue the storyline.