Los Angeles – A new three-part advertising campaign by video director Mike Diva uses Japanese kawaii (cute) culture to encourage commuters to be more respectful while travelling on the Los Angeles Metro. Featuring the characters Rude Dude and Super Kind, played by YouTube vlogger Anna Akana, the tv ads address the topics of seat-hogging, eating while in transit and aisle-blocking.
‘We knew from the start we wanted something quirky, fun and memorable, something that would remind people about Metro etiquette without looking like a traditional government agency public service announcement,’ John Gordon, director of social media marketing at Los Angeles Metro, told AdWeek.
Brands in the West are also adopting kawaii culture to engage the public through playfulness. Read our Opinion piece for more.