The document analyzes an advertising campaign for the Toyota Camry called "The One and Only" that uses a mini drama starring South Korean actor Lee Min Ho. The campaign aims to position the new Camry as a car that can be used for various occasions and trips with friends or family from young adults to middle-aged audiences. It communicates this message emotionally through a video filmed in Los Angeles showing Lee Min Ho using the car for different purposes on a sunny day, with the goal of grabbing people's attention across web platforms.
2. General Information
Type of product or service:
Car
Brand:
Toyota Camry
Campaign name:
The One and Only
3. Creative Briefing
Target Audience:
From young adults
to middle-aged
adults
Desired
Positioning:
A car for hanging
out with friends,
with the family, for
long trips, etc.
Key Promise or
Benefit:
The new version will
surprise
Communication
tone:
Emotional
4. Message Analysis
What does it says?
This car can make you go wherever you want, for whichever occasion.
How is it said?
Using a popular actor of South Korea, Lee Min Ho, making a mini drama when using the car.
Whomisitaddressedto?
From young people to middle-aged people.
When is it said?
On a very sunny day.
Whereisitsaid?
All over Los Angeles, California.
