Toyota Courts Hispanics Who Show Their Pride

With all the anti-illegal immigration fervor in the country right now, somebody’s not gonna like this. MediaPost reports on Toyota’s latest venture to reach out to Hispanics:

The effort, “Somos Muchos Latinos. Somos Muchos Toyota” (“Somos muchos” means “We are many “) focuses on a series of 100 or so limited-edition decals specific to dozens of Latin American cultures of origin.
The Torrance, Calif., automaker says it created the decals as a way to tie owners’ pride in their origins to pride in their car. The decals say things like “Somos Muchos Chilenos” and “Somos Muchos Hondurenos.”
The effort includes Spanish TV spots shot as short documentaries showing Toyota street teams handing out the decals in target cities in the U.S. In the ads, people put the decals on things like cars, bicycles, and food trucks, or whatever transit they have when they show up for the decals.

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Seems many Americans got over the animosity of World War II and decided Japanese cars were OK. Wonder what the new culture warriors of 2010 will think about this.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.