Japanese-American group outraged by film

In Japantoday.com, it reports a story yesterday that “a Japanese-American group on Monday demanded an apology over a film starring Jeremy Piven due to a scene satirically depicting the mob beating of an Asian-American man.

“The Goods: Live Hard, Sell Hard, which opened in sixth place in the North American box office last Friday, is a comedy about a down-and-out used-car salesman played by Piven who tries to make it big with a Fourth of July sale.

“On the trailer seen on the movie’s official website, Piven’s character is seen shouting at an Asian American employee at the dealership: ‘Don’t get me started on Pearl Harbor. We are Americans and they are the enemy! Never again!’

“As the Asian-American—played by Korean American actor Ken Jeong—sheepishly joins in chanting ‘Never again!,’ an older white man says, ‘Let’s get him!’ and the employees beat him up.

“The Japanese-American Citizens League said Piven’s character also used the racial slur “Jap” in the movie and, acknowledging it was a hate crime, asked employees to say the Asian American was attacking them with a samurai sword.”



First Asian-born player to win men’s major tames Tiger

South Korea’s Y.E. Yang became the first Asian-born golfer to win a major men’s tournament in U.S. soil at the PGA golf championship last weekend. And what could be a more satisfying win than staring down Tiger Woods who has not lost a final round when he leads it.

The media coverage played up the drama unfolding before them last Sunday. It was a good coverage. Yang was labeled accordingly as an Asian-born player, which should inspire other Asian-born players to compete on the world stage.

If anyone still remembers, Woods is Asian, too; half-Asian that is. having a Thai mother.

It’s been a long time coming for Asian-born players. Among the string of close calls through the years are Liang-Huan Lu of Taiwan who finished one shot behind Lee Trevino at Royal Birkdale in the 1971 British Open; and Isao Aoki of Japan who pushed Jack Nicklaus at Baltusrol in the 1980 U.S. Open until he had to settle for second place.

Is YouTube resurrecting the flash mob?

Flash mob=a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, then quickly disperse.

These two words (not one word) caused such an early-morning ruckus at the office.

Are flash mobs passé, beginning to reach critical mass, or on its way out? I remember when Twitter quietly launched in 2006, managing to keep it up until this year when the brand just exploded into people’s consciousness, reaching what Malcolm Gladwell would call the “tipping point,” becoming a media and advertising sensation while the founders have yet to find out how best to monetize it.

I think a brand, product or service can incubate that long before it reaches critical mass.

Back at the office, some strong arguments pointed to it being a thing of the past. Since I instigated the early morning viewing, I was asked about it and said that it’s now part of our viral culture and depending on your objective, you can do your own flash mob of your own, if you choose to do so.

But would we recommend it to a client looking to do Asian American advertising? I don’t believe there is black-and-white answer to that. There are so many marketing approaches now that if you give a blanket yes answer, you should be able to explain why, how and what will work. Without sufficient, verifiable and unquestionable data, I never give an outright, no-holds-barred yes.

Being a published journalist) and being surrounded by lawyers half of my life and simply because I can really be fussy, I just said I do have to learn more about it. David Foster Wallace would have been proud.

Now think about this: YouTube was born in 2005. At the time, a friend of mine, like the rest of the world anyway, was thinking of launching their own general public video site. Back then, I would go to ifilm.com (not in existence anymore?) because it had high-res videos (which may have been the source of its demise, while YouTube invited anyone to upload their videos, even if it’s “pixielized” beyond recognition)

Now also think about this: The flash mob was introduced by Bill Wasik of Harper’s Magazine in 2003, two years earlier than YouTube. So the flash mob existed basically without a viral medium like YouTube. Think of it as having a burger without the bun, or for that matter, without the lettuce, tomato and other condiments; it’s not complete.

But with YouTube, the flash mob has found a home—and huge crowds are doing it either as a marketing tool or simply for kicks. All on YouTube: T-Mobile did one last January. Last week, IFC had a Bollywood thing going at Times Square to promote its mini-series “Bollywood Hero.” Beyond marketing, I have seen Stockholm and Paris pay their respects to Michael Jackson by dancing to “Beat It” recently.

So far, I have a particular fondness for what Belgium did this March. A flash mob to the tune of a Sound of Music song. You see kids, young adults, old people just having fun. If flash mobs remain a performance art, it might not become as popular but it would have retained the purity of its cause or non-cause. I’m all for that.

Admerasia.com offers free ad concepts, other innovative services

Admerasia, the leading Asian American advertising agency that provides integrated marketing solutions for Fortune 500 companies, is getting good reviews from visitors of its revamped website, admerasia.com.

The new Admerasia website captures the spirit of innovation that has defined its corporate philosophy since the Asian American advertising pioneer was founded in 1993.

The site features best-of-breed web 2.0 functions, up-to-date Admerasia news and blogs as well as free offerings that can help the general market understand and market to this rapidly growing 13-million market with a $528 billion buying power.

Among its advanced features and offerings: a video snapshot of the staff hard at work and play at its midtown New York office; Asian market tour teaser videos aimed at enticing potential clients to take Admerasia’s free immersion tours of Koreatown, Chinatown and the Filipino and Asian Indian communities in the tri-state area; a free ad concept or brand makeover for new clients, as chosen by our judges composed of the Admerasia leadership team; and for the Admerasia staff to showcase their ideas via the Creative Lab..

The Admerasia leadership team is now also just a chat away with its new Twitter-like feature called Live Q&A. Depending on who is logged in, one can chat freely with Admerasia’s leaders or with an assigned staffer in real time, during office hours.

The site also gives visitors several ways of seeing the works of Admerasia on TV, print and other media on the scrolling portfolio section on the home page and on the site with comprehensive downloadable PDF brochure for those who need more information.

The website is just as dynamic with its flash-based main site as well as its content-driven subdomains: http://www.admerasia.com/news, http://www.admerasia.com/blog and http://www.admerasia.com/campaigns.

Whether it’s using digital or traditional advertising or both methods, Admerasia continues to blaze the trail with full-service ad campaigns that has made it one of the most awarded Asian American advertising agencies for the minority and general market.

To find how you join get a free ad concept, please visit http://www.admerasia.com/campaigns

For other information, call Tommy Ng at 212.653.9177 or email him at tommyn@admerasia.com. Admerasia is located at 159 W 25th Street, 6F, New York, NY 10001.

McDonald’s TV commercial, Philippine style



VO, FLASHBACK, Man: Whenever I come here…

I remember everything.

Seems like yesterday.


Feels like we’ve known each other forever.

Things I like, she likes, too.


And then…suddenly


And even if we didn’t end up together.

(It or she ) is still my first love.


END FRAME: McDonald’s logo. “I’m lovin’ it.”

(Filipinos like their TVCs sentimental, too.)

Toyota alarms agencies with plan to handle own marketing

Toyota Motor Corporation (TMC) announces that, to enhance its marketing efforts, it will establish a company that will primarily handle marketing within Japan (hereinafter: “new domestic marketing company”), and a company to carry out and assist global marketing as well as coordinate and assist the marketing activities of TMC affiliates (hereinafter “new marketing assistance and coordination company”). The companies will be established later this year and begin operations on January 1, 2010.

The aim is to carry out marketing activities that also bear in mind ways to contribute to TMC’s product development and sales innovation by promptly and accurately gauging the needs of customers and then providing prompt feedback to TMC.

Source: http://www.toyota.co.jp/en/news/09/0728_3.html

On a side note, Madison Ave. is reportedly alarmed. Click on link: http://adage.com/globalnews/article?article_id=138310

Admerasia wins silver and bronze for Lowe’s Asian Gift Card

Congratulations are in order!

Admerasia won the Silver and Bronze awards under the Animation and Retail Store categories for its Lowe’s Paper Cut video/TVC from the 29th Telly Awards (2008).

The Lowe’s “Paper Cut” video showcases the art and process of paper-cutting, an original Chinese tradition, transformed into the Lowe’s first-ever Lowe’s Asian Gift Card here. It is said that the oldest surviving paper cut out is a symmetrical circle from the 6th century found in Xinjiang, China.

Lowes.com now features Asian sites with How-To Videos that have gained solid traction among Asian consumers who prefer in-language content.

The Telly Awards honor outstanding local, regional and cable TV commercials and programs, as well as the finest video and film productions, and work created for the Web.

The 29th Annual Telly Awards received over 14,000 entries from all 50 states and 5 continents.

For more information, visit tellyawards.com