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.

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

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. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.