By Dennis Clemente
If you’re Asian watching this, you’ll exclaim, how thoughtful can this ad be?! There are nice, endearing touches to the piece that makes Subaru’s “Sweet Tomorrow” TV commercial probably the best depiction yet of an Asian American family.
In one vignette after another, you see the Asian American family depicted just like everybody else, except they’re the main characters, not the extras or obligatory ethnic inclusion for the client to hit all its demographic target.
It’s admirable how the ad manages to avoid tropes and stereotypes, as resorted to at times by some ad agencies with a vague understanding of Asian culture. Just for your reference, this is a Chinese American family you’re watching.
The ad ultimately won me over when we we’re shown the guy shielding his wife and her pregnant tummy from cyclers passing by. In the scene, you’ll see the wife on the safe side of the road, the curb–a common practice by Asian men toward Asian women, and passed on to second-generation Asian Americans.
Clearly, Subaru has taken the slice-of-life scenario to a whole new level. It paints a picture of America as we know it–peopled also by other cultures embracing American culture. The logo appears: Subaru.
Job well done, Subaru and your “Sweet Tomorrow” commercial.
What do non-Asian marketers need to be sensitive about when targeting the Asian American market? Here’s how one video breaks it down for you.
Social media ads are tied to your ethnicity, after all.
Asian American consumers are the most receptive to social media ads, according to Nielsen’s Social Media Report 2012. Asian Americans’ response resulted in typical social activities–shares, likes and even purchases based on their response to an ad. Conversely, the study reports that whites were the least interested in social media and social ads.
What the report doesn’t say is how Asian Americans in general are recognized early adopters of technology–and that includes gadget ownership where they can be eyeing a product on a smartphone or a tablet computer.
Companies always ask, Where are Asian Americans? They’re engaged online, so to speak.
Source: Nielsen Social Media Report 2012
For those already immersed in so many studies (eg. Selig Center, American Community Survey, eMarketer, IAB Interactive) about Asians and Asian Americans through the years, the latest Pew Research nationwide survey is just one more affirmation why advertising to Asian Americans is crucial for companies like McDonald’s, which has been at it early and longer, counting more than a decade without adding chopsticks to its utensils.
The Pew Research states, “Asian Americans are the highest-income, best-educated and fastest-growing racial group in the United States. They are more satisfied than the general public with their lives, finances and the direction of the country, and they place more value than other Americans do on marriage, parenthood, hard work and career success.”
A telling part in the survey that I haven’t heard as much is this data: “Nearly three-quarters (74%) of Asian-American adults were born abroad; of these, about half say they speak English very well and half say they don’t.”
I am one of those born abroad, writing in English as a second language that makes potential employers wonder if I am a “good corporate fit.” not realizing I grew up chided for “being more of an American than an American.” Not good.
For more on the study, click here: http://www.pewsocialtrends.org/2012/06/19/the-rise-of-asian-americans/
A report by the NY Times, “For Many Asian New Yorkers, Smoking Is Still a Way of Life,” intrigued us. It states that the city’s Asian population has been stubbornly resistant to the successful efforts by the Bloomberg administration to curb smoking among New Yorkers. Smoking among the city’s Asian communities has not budged since 2002 — most notably among Asian men, despite decreases in the habit among almost every other demographic, according to data from the city’s health department.
The department reportedly introduced graphic ads in Chinese for its annual campaign to distribute nicotine patches and gum, and offering Chinese speakers for those who call 311 to enroll in the program. Also, it will bombard the ethnic news media with translated versions of its antismoking campaign called “Pain,” which depicts excruciating smoking-related cancers.
The focus on Asians stems from the fact that smoking has gone down for most ethnic segments from 2002 to 2010. Among blacks, for example, the rate fell to 12.5 percent from 20.8 percent and among whites, it dropped to 15.6 percent from 23.8 percent, according to the report.
It is common knowledge that smoking in Asia is still high and many who come here stick to the habit. For Mayor Bloomberg to be more successful in this, he needs a stronger ad campaign from Asian American ad agencies.
Read more here: http://www.nytimes.com/2012/03/02/nyregion/asian-new-yorkers-resist-anti-smoking-efforts.html?_r=0
Hennessy has a new product endorser in boxing great Manny Pacquiao whose first mainstream ad for HP last year didn’t go well as anticipated. HP Touchpad was discontinued.
For Filipinos living in the States, the Hennessy endorsement is right on the money. Filipinos love their spirits and beer. The Philippines is number 1 in beer consumption in Southeast Asia and is close on the heels of Korea in chugging hard liquor as well.
Hennessy is targeting the mainstream market directly, but what the liquor brand may not know is that it wouldn’t cost as much to target 3 million Filipinos in the US, too.
The campaign is being launched on March 26, 2012. Visit neverstopneversettle.com
For more on the story, click here: http://bleacherreport.com/articles/922508-manny-pacquiao-pac-mans1-million-deal-with-henne…
It’s an “adorkable” gum commercial that has many people abusing the replay button. Don’t say we didn’t warn you?!
It’d be interesting to have one made in the States — or one made into a pop song for it to go viral..