Caught three Camry commercials that are presumably part of the inaugural Total Toyota campaign.
The Bucket List Trip appears to be targeting Whites and maybe baby boomers, as a son and father (?) drive through a predominately White version of New Orleans.
The Fix fixates on the Asian market, taking a Jackie Chan-action-adventure approach to chasing down an ice cream truck for one’s pregnant wife.
Time to Celebrate caters to Latinos, with a husband celebrating his wife’s MBA (because education is so important to Latinos!) by staging an after-hours joyride through a carnival. Oh, how those Latinos love to break the law.
It’s still totally unclear how the minority agencies collaborated with the lead White agency—Saatchi & Saatchi—to create this shit. Across the board, it looks like Whites selected the talent. The film quality is consistent, indicating a single director and/or production house may have handled everything.
Exactly how does everyone—from agencies to clients to dealers to consumers—benefit from Total Toyota? Right now, things smell like total bullshit.
4 comments:
Of course the team of people who put this together wouldn’t think to feature anyone black in New Orleans. It was put together by 3% Conference darling Margaret Keene and her band of merry all-white friends. Exact same team that did the slave plantation bridal commercial. What did you expect when Toyota handed a multicultural campaign over to that crew?
All they did was turn around and hire a bunch of British guys to slap it together. That’s why no one looked twice at filming on a plantation, they just didn’t have the cultural knowledge of America to know any better.
Man, I saw that spot the other day and though you got to really bend over backwards to make New Orleans look that white. I wondered how that happened and now I know. You give it to an American ad agency.
I agree with you all but well - I saw 4 Black people and you know how it goes down on Mardi Gras :-P
Latino person here. Why exactly is this considered a Latin ad? I saw the version with a Spanish voiceover and that’s all it is. A Spanish voiceover. With a couple of random dark-haired actors thrown in for good measure.
Hell, the most ethnic looking person in the ad is Asian-American actor Derek Basco, the security guard.
Did this white ad agency stick a Filipino-American actor in the ad because he looked brown enough to pass as Latin in their eyes and they couldn’t tell the difference?
http://www.ispot.tv/ad/7zdh/2015-toyota-camry-parque-spanish
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