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The water is the Hip camp that include a variety of everyday we why and What are the head or Hinge com of the moth Ciency that deelgen pa Day Toyota's Multicultural Ad Campaign-Same Car, But CASE STUDY Different Ads for Different Ethnic Groups As you learned in this chapter, the growing diversity of African-Americans is style really comes to the forefront in the U.S. population is a major driver of change and is an how we look at vehicles," said Lewis Williams, of ad agency important consideration for marketing strategists. Our mem- Burrell. "We see automobiles as extensions of ourselves. bership in ethnic subcultures often guides our consumption so style is really important." Vicki Bolton of the agency choices, and may affect the products companies offer, where noted that research added the idea of "strutting" because they are sold, and how promotional messages are communi- "we wanted people to take notice of us. *118 cated. Toyota has been one of the leaders in recognizing this For the ad targeted toward Asian-Americans, Toyota diversity as we can see in the multicultural ad campaign for wanted to show that driving a Camry could bring out the its popular Camry automobile. more emotional and affectionate side of a father who is driv- Major companies have employed ethnically targeted ing his daughter home from baseball practice. "Captivating" marketing for many years, with companies taking different was designed to "highlight a not-often seen behavior approaches to try to reach consumers in various groups. (among Asian-American fathers." said Julia Huang, chief Some have created separate campaigns, ads, slogans, executive of agency interTrend." and product packaging related to the target ethnic group, "Rebellious" is the name of the ad targeted at Hispanic referred to as "multicultural marketing." Other companies consumers. In it, a young man zooms down the highway have chosen a "total marketing" approach with ads that try and sees on the car's display that his mother is calling his to appeal to a wide variety of ethnic market segments at the phone. After a brief hesitation, he decides to decline the call, same time.!17 Toyota's Camry campaign combines both breaking into a smile as he enjoys the drive. This is a bold approaches. move, given the strong role that family and particularly In the ad called "Strut," an African-American man mothers) play in Hispanic culture. 120 The ad is in Spanish orders pizza and chooses pickup over delivery so that he and, in developing it, the creators considered how long the can enjoy driving his Camry. The music track is hip-hop targeted viewers had been in the U.S., if they were born and the image of a strutting peacock flashes by before here, which language they speak, and the culture they feel showing the driver's new red Camry, "What we found with more connected to A final ad. "Thrill." adopts the total marketing approach. Venturing into multicultural advertising risks offending It features a mix of white and non-white actors who tem- some consumers, but offers the opportunity to communicate porarily forget about their daily duties as they experience more effectively with others for whom a culturally sensi- unworried joyrides in a Camry until their phones ring, tive message is appealing. "People like to see people of all prompting them to get back to their responsibilities. In cach ethnicities in what they're seeing because that's the life scenario, the car races down the road and the drivers' faces they're living in most of the U.S. today," said Jack Hollis, brighten as they speed on to the soundtrack of Queen's group vice president and general manager of the Toyota "Don't Stop Me Now.l22 The commercial was designed to brand, but, he added, "If a person of any group is looking appeal to a market comprised of many cultures, what agency for communication that is like them, that looks like them Saatchi & Saatchi calls the "the transcultural mainstream.13 specifically, the good news is because of the breadth of some Regardless of which of the ads best represents your thing like a Camry campaign, they can find it." The process, cultural experience, you may find them either attractive or however, can be tricky, Mark Tumer, chief strategy officer offensive. A frequent criticism of ethnically targeted adver- of Toyota's agency Saatchi & Saatchi sum it up by saying tising is that it portrays stereotypes (for example, playing that culture"... is a very complicated and hard thing to hip-hop when the African-American drives). Marketing understand and get right."129 Consumers across the cultural differently based on ethnicity could also suggest that Toyota spectrum will decide if Toyota and its ad agency partners is segregating its consumers based on race and ethnic have been effective in their efforts to appeal to all American ity. 134 Advocates of a total marketing approach point automobile shoppers. out that young consumers may not identify with just one segment. 125 Others wonder if specialized ads like Toyota's DISCUSSION QUESTIONS are needed at all. given the increased diversity of the U.S. CS 13-1 Advertisers argue that research-based characteriza To be sensitive to these issues, Toyota hired different ad tions of ethnic priorities should not be considered agencies with expertise in communicating with the different stereotyping. What are the potential negative ethnic groups it targets. Each of these agencies employs peo- consequences of these characterizations from both ple who are members of the targeted group. "27 Vicki Bolton a societal and business perspective? of the Burrell agency that created the African-American CS 13-2 Agencies who specialize in advertising to a par- focused ad said that while millennials may have broader ticular ethnic group believe that such promotional social circles,"... when they come home at the end of the messaging shows respect for the priorities and buy- day, they still want to see messaging with people that are ing power of that ethnic group. 14. 15 Do you agree? reflective of them." Regarding the Asian-American ad mes. What other potentially positive outcomes could be saging, Julia Huang, of inter Trend argues that characterizing realized through a multicultural campaign? that group as placing a priority on family and education is CS 13-3 Those who advocate a total market" approach "...not really a stereotype-it really is a core value that believe that our diverse population is better served is embraced." The characters in the Hispanic-American ads by ad campaigns that include a variety of ethnic population.136 6200