A Letter from our Co-Founder

Fellow film geeks:

I had a chance to see Awkwafina in The Farewell this weekend and it was just another (tear-jerking) reminder that Asian Americans are on a roll. Starting with last year’s Crazy Rich Asians on the big screen, the roster continues to grow: NBC’s A Little Late with Lilly Singh, the much-anticipated Mulan, and Marvel’s Shang-Chi, starring the first-ever Asian lead for the franchise.

The rise of Asian cultural movements is piquing the interest of people everywhere. We are often asked by clients and colleagues, “can an ad segmented for Asian Americans also play in general market?” The answer is an emphatic, “yes”. Whether it be cosplay, cricket, e-sports, foodies, nerd-life, or lux-life, we enjoy finding the subtle, yet impactful, ways humans find common ground. It is a nuanced balancing act – supplying the authenticity of our core heritage and culture while communicating in a universal voice.

 

Speaking of action movies, we’ve also been dabbling in the realm of superheroes. Our latest TVC campaign featured Asian American cosplayers in full warrior gear. I can’t help but admit I got a thrill out of being a part of a project that has Asian Americans representing heroic and strong characters – even when it’s rubber swords and replica helmets. Asians & Asian Americans are finally getting the roles and recognition they have long deserved. It’s about time.

And we’ve been rewarded with success. We’ve run our campaigns in theaters nationwide in front of Spider-man: Far from Home, on Cartoon Network’s Adult Swim, and on live-streaming platform, Twitch. The Asian American story CAN be anyone’s story.

Admerasia proclaims itself as an “&” agency. We do more than ad. We connect.

 

I’ve come to embrace the &. I started off life as a boy, as Chinese. I grew into an immigrant, an American. Sometimes it felt like I had to choose between my identities, that they were in conflict. But as I grew, instead of cutting things out of my life, I added to the list of the things that made me who I am. I &.

This & approach to life is how we operate here at Admerasia. Barriers, lanes, human constructs – we do not adhere to. We do not believe our stories are limited. We do not believe our voices stop at the borders of Chinatown or Jersey City. We do believe in &. It’s that foundational belief that carries our ads across continents, into your home.

I hope this tale of Awkwafina & Identity & Brand Craft has inspired you to put a little & into your day. Limits aren’t for us. We can be Asian & American & Asian American.

See you at the movies.

 

Jeff Lin
Co-Founder of Admerasia&
Soccer Enthusiast&
Wine Collector.

 

Admerasia Takes Home Gold and Silver at 3AF

At this year’s Asian American Advertising Federation (3AF) Marketing Summit in Los Angeles, Admerasia swept up TWO Creative Campaign of the Year awards: State Farm’s Asian TV commercial “Smart Living” was awarded Gold, while Twin Marquis’ web series “Yum Chat” took home Silver.

Julia Kang, Account Director, spoke on behalf of Admerasia, “It’s a true honor to be recognized from the 3AF organization as we continue to tell impactful stories that can empower and positively influence the Asian American community and beyond. We constantly strive and hustle to think outside of the box and explore bold ideas for our market to become part of a greater conversation.”

Congratulations to our team and partners at State Farm and Twin Marquis. We could not be more proud!

Admerasia Speaks at Asia Society Summit

The 2019 Diversity and Marketing Leadership Summit, hosted by Asia Society, was an enlightening and educational exploration on the ascending Asian American consumer. We learned so much from trailblazing leaders in business including those women who push back on the ceiling. One of the reoccurring takeaways from the summit was diversity – learning the nuances that every culture and people express which will create more authentic connections. Try something, take bold steps, use failure as a learning tool, and lead in trends, not follow.

As the grand finale of the two days festivities, our co-founder, Jeff Lin, moderated panel, Women Executive Leadership: The Power and Rise of the Asian Consumer: Transforming the Way We Do Business with Jennifer Hsieh, Marriot International, Chloe Lim, Facebook Singapore, and Tina Mahal, PepsiCo.Our. The panel discussed such topics as breaking through both Asian and American barriers, the staggering buying power of Asian American consumers, and where we’re headed in the future. They enjoyed their discussion over a bottle of Art Bus Red from woman-owned, La Sirena Wines, who’s owner, Heidi Barrett, is one of California’s leading local winemakers.

We are incredibly grateful to Asia Society for having us and look forward to more collaboration in the years to come.

Asia Society is the leading educational organization dedicated to promoting mutual understanding and strengthening partnerships among peoples, leaders and institutions of Asia and the United States in a global context. Across the fields of arts, business, culture, education, and policy, the Society provides insight, generates ideas, and promotes collaboration to address present challenges and create a shared future.

Admerasia Goes to Washington

From Left to Right: Eric Chuang (Digital), Yashica Dutt (Creative), XiaoHwa Ng (Strategy) Max Davidson (Integrations)

We had a fantastic time at the Asian Pacific American Institute for Congressional Studies (APAICS) Gala in Washington DC. We witnessed inspiring messages from our country’s leaders matched with ambitious and intelligent young Asian Americans who, one day, will lead this country as well. Speakers included, US Senator Tammy Duckworth of IL, Rep. Ted Lieu of CA, and Speaker of the House Nancy Pelosi, not to mention a long roster of fantastic individuals paving the way for Asian representation. We had a chance to shake hands with some amazing folks pushing forward representation and diversity in industries across America.

We thank APAICS for having us and look forward to spreading their message all year round.

The Asian Pacific American Institute for Congressional Studies (APAICS) is a national non-partisan, nonprofit 501(c)(3) organization dedicated to promoting Asian Pacific American participation and representation at all levels of the political process, from community service to elected office.

 

 

Our New State Farm Campaign Speaks Cricket to its South Asian Audience

State Farm’s latest campaign is about cricket, but not like you’ve seen it before.

South Asians loving cricket is hardly a secret. Introduced to the subcontinent by the British, it’s now one of the most popular sports in the region and most South Asians, whether in United States or back home, grow up watching or playing cricket. So, it’s no surprise that the sport is on top of most marketers’ playbook when trying to reach out to South Asians, and in particular, an Indian audience. Especially, in time for the Cricket World Cup – it’s few weeks away and happens once every four years – a marketing game plan to channel the excitement and energy that comes with the tournament is a win-win.

That’s why when it came to crafting a theme for this year’s State Farm campaign, we decided to turn to this sport that echoes with so many Indians and their emotions. But instead of engaging with tired or overdone tropes we’ve seen many times before, we hit upon an insight that most Indians in the U.S. can relate with: rooting for your favorite cricket team while living in a country where, for most people, cricket is an insect that refuses to be quiet at night. For its fans, each cricket season comes with a reminder that being a fan of the sport in the U.S. can sometimes be a challenge. Our newly launched State Farm spots, Cricket Crashes and Commercial Breaks, engage with that distinct longing for your fandom — something rarely expressed in either mainstream or multicultural advertising – with humor and empathy. Both ads feature Jinisha Patel, a real-life State Farm agent who understands Asian Indians’ love for cricket and that you can’t miss a single second of a match, especially when India is batting.

Cricket Crashes, the 30s spot, brings to life a distinctive yet familiar story of Ankur, a cricket fan who misses watching cricket with his friends in India. With humor, the ad plays up his predicament of being a cricket fan in the U.S. Everyone in his new home seems to watch either baseball or basketball, in stark comparison to India where cricket is practically a religion. Served with a healthy side of nostalgia, this spot takes the viewer on Ankur’s journey to search out fans who love cricket as much he does.

Commercial Breaks focuses on an intense, yet completely relatable, aspect of being a cricket fan — taking calls only when the commercials are on. The unique 15s ad tells another amusing story when Ankur has ‘literally seven seconds before the commercials end’ to speak to his State Farm agent – a rather meta take on commercial breaks told through… a commercial. However, Jinisha Patel, the real-life State Farm agent, is here to help in whatever way is needed, even if that means getting straight to the point.

In Commercial Breaks, Jinisha understands why cricket fan, Ankur, can’t talk on the phone when the game is on and in Cricket Crashes, she recognizes how the first cricket season away from home can be tough. She does more than help you through your insurance needs – she gets you.

Cricket has always been a direct and rather effortless way to connect to Indians. But despite its ubiquity in multicultural marketing, there are still ways to keep it fresh and interesting. Our latest State Farm campaign is a case in point.

Yashica Dutt
Associate Creative Director

INDIA POST: State Farm spot shows why Indian parents know best

NEW YORK: State Farm has released a new spot targeted to the growing Asian Indian market in the US. The spot was inspired by the relationship between driven, career-minded 30-somethings and their visiting parents. Aptly titled ‘Intuition’, it tells the funny yet relatable story of an Asian Indian family, and of how ignoring parental advice isn’t always the best idea. The commercial also features Anu, a real State Farm agent who is so close to them that she’s almost a part of the family. In addition to broadcast, the creative is running across all digital platforms with the intent of generating positive associations among the community.

(Read More on India Post)

FILAM STAR: Tune In To Yum Chat!

New York, NY – August 6, 2018– Twin Marquis, a New York food company that specializes in noodles and wrappers, is releasing a 5-part docu-series, “Yum Chat,” celebrating Asian American chefs and cooking. Over the course of the series, 5 chefs will gather to cook, tell stories and share their table. Each of Yum Chat’s 5 chefs is New York local pushing the boundaries of their culture’s cuisine. Each of the 5 chefs is bringing viewers a recipe from their homes. NYC favorites, Esther ChoiWilson TangBao BaoHooni Kim and Lien Lin will explore what it means to be a chef representing an entire history on one plate.

(Read More at FilAm Star)

ADWEEK: See a Smart Home Go Rogue in New State Farm Campaign

ver the years, State Farm Insurance has emphasized that they are prepared to be there for you like the very best neighbor, whether your car breaks down or your “she-shed” is inexplicably engulfed in flames. With their newest campaign — and signature humor — the Asian-American audience is highlighted, with the 96-year-old insurance brand eager to come to the rescue, even if a menacing smart home goes off the rails.

(Read More on Ad Week)

Admerasia Co-Founder Jeff Lin Speaking at Asia Society Marketplace Forum

We are very excited to announce that Admerasia’s Co-FounderJeff Lion will be a host and panelist for discussions at this year’s Asia Society Corporate Insights Summit.

This two day event, beginning tomorrow, will feature a Marketplace Forum (June 20th @ The Asia Society) and Diversity Leadership forum (June 21st @ The Time Warner Center).

We hope to see you there!

For more info and registration details, please visit:
http://asiasociety.org/diversityforum