The Toyota Camry through the prism of ethnicity
The New York Times features a set of ads for the new Toyota Camry – same campaign, same car, but different ads depending, in part, on your race and ethnicity.
There are four ads targeted at African American, Hispanic, Asian American, and general market media consumers, respectively.
The article breaks down each ad, and includes comments from the four different agencies explaining what they were trying to achieve with each storyline – boldness for the African American audience, rebelliousness for the Hispanic audience, togetherness for the Asian American audience, and excitement for Gen Pop.
What do you think of this approach? Does it target each segment in a meaningful way? In trying to do so does it dilute the image of the Camry brand? Is Camry such an established model that it is immune to any such dilution?