Comical Culturalism

Brands use humor to connect with diverse ethnic groups and establish trust

Implications - As the purchasing power of ethnic groups like Hispanics rises, brands are responding in kind with targeted marketing that takes a more lighthearted, humorous approach to establish trust. This tone of humor and authenticity is used as a means to communicate a sense of kinship and friendly interaction.
SCORE 4.4
Popularity
Activity
Freshness
Megatrends
Patterns
133,203 Total Clicks
Jul 14 - Jan 16
Mild
Featured Examples
Eye-Opening Spanglish Commercials - The AT&T Mobile Movement Campaign Targets Young Latinos
SCORE 6.1
Warm 5,825 Clicks Pub: Jan 21, 15
Eye-Opening Spanglish Commercials
The AT&T Mobile Movement Campaign Targets Young Latinos
AT&T’s Mobile Movement took a very ethnic turn with a clever commercial spot targeting young Latinos. In an effort to hone in on what it’s like to be bilingual, and to communicate... [More]
Passionate Clothing Commercials - This JCPenney Ad Highlights Women as Enthusiastic World Cup Fans
SCORE 4.5
Average 750 Clicks Pub: Jan 21, 15
Passionate Clothing Commercials
This JCPenney Ad Highlights Women as Enthusiastic World Cup Fans
When you think of the World Cup, the first things that come to mind are probably not women and fashion—but this clothing commercial from JCPenney represents for the ladies who are diehard football... [More]
Choreographed Car Ads - This Toyota Car Ad Encourages You to Bust Out the Moves & Do the Wakudoki
SCORE 4.3
Average 863 Clicks Pub: Jul 26, 14
Choreographed Car Ads
This Toyota Car Ad Encourages You to Bust Out the Moves & Do the Wakudoki
A video featuring a choreographed dance between a group of Japanese businessmen and a gorilla seems right at home with a number of other viral dance videos on the Internet, but it’s not... [More]
Humorous Hispanic Accounts - Social Media Star Lejuan James Shares Snippets of Life as a Latino
SCORE 3
Mild 522 Clicks Pub: Oct 30, 15
Humorous Hispanic Accounts
Social Media Star Lejuan James Shares Snippets of Life as a Latino
With more than 500,000 followers on Vine and over a million on Instagram, it’s safe to say that LeJuan James has reached the status of a social media superstar. As a Dominican and Puerto Rican,... [More]
Stereotype-Busting Auto Ads - This Honda Car Ad Makes Fun of Typical Ads for Hispanic Millennials
SCORE 3.3
Mild 609 Clicks Pub: Jul 23, 14
Stereotype-Busting Auto Ads
This Honda Car Ad Makes Fun of Typical Ads for Hispanic Millennials
This funny Honda car ad for the Fit mocks the way automobiles are traditionally marketed to Hispanic millennials—drivers are cool, always on-the-go and ready for an adventure any time. However,... [More]
Cultural First Job Ads - The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused
SCORE 2.7
Mild 258 Clicks Pub: Jan 21, 16
Cultural First Job Ads
The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused
In an effort to connect more closely with it’s customers, the McDonald’s ‘First Customer’ fast food commercial highlights an important milestone in a teenager’s life.... [More]
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