1.
Ad Campaign Analysis:
“The One andOnly”
By: Carmen Hernández

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.

5.
Web Platform

6.
Campaign Video

7.
Personal Opinion
It is really exciting.
Has the ability to reach the attention of the people.
Attractive.
Dynamic.
It is like a drama.