I just saw some banners pop up for Ford’s new campaign targeted at Asian Americans for the new Ford Fusion.

According to a press release on Ford’s site:

“Produced in Chinese, Korean and Vietnamese languages, as well as in English, the television spots introduce a cast of characters that frequent a nightclub called “Fusion.” Like all soaps, the TV spots set the stage for sub-plots featuring four main characters – Tommy, Jasmine, Simon and Chan. Viewers are encouraged to get more of the story online by going on the web to www.getintofusion.com.

On the new site, visitors can read about the characters and their backstories, mix their own music, learn about Fusion club night events that Ford will be sponsoring in Los Angeles, San Francisco, Seattle and New York, and receive detailed information on the new Ford Fusion.”

It’s an integrated campaign featuring a cast of Asian American actors done in South Korean Soap Drama style and is aimed at getting people to visit getintofusion.com to find out what happens next.

Here’s a few screencaps from the videos and some of the features on the site. The review will go beyond the design merits of this campaign and delve into how well this campaign fits Ford’s brand image whether or not it will work (in general and specifically to the Asian American crowd).

Initial Impressions:

Pros: Videos look good, a bit hard to follow, but has style. Questionable: Website execution + Brand decision (put up against Scion, lessons learned from Honda)