Creative adaptation in diversity marketing is not necessary a one-way street. Even though most of the time, it is the diversity markets adapt the general market creative. In some rare cases, the opposite could happen.
Chevy’s Dream spot is an example. The spot was created by its Asian marketing agency, but was also aired in the Emmy Award night with English copy and VO.
Marketers should be open to such opportunities.
Technorati Tags:
Asian American
, Asian Marketing
, Multicultural Marketing
, Diversity Advertising
, Creative Adaptation
, Chevy
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