"If Looks Could Kill" - Toyota's New Interactive Ad Campaign Focused On The African American Female Market?

What do you think of Toyota's new ad campaign targeted at the African American Female Consumer? I say female because the first two episodes remind me of the types of books you find in the bookstore under, "African American Interests - Romance/Mystery/Intrigue".

It seems this campaign is focused on the young, 20-something, 30-something, black, female, professional, urban and suburban, upscale, educated, traveled, hip, on-the-go, in the know, career-minded, ambitious, demo audience.

I think this campain was lauched mid-June. The concept or theme seems to be an episodic type mini-movie where high fashion meets espionage. The interactive part of it is that through the website www.iflookscouldkill.com, we as the viewers get to choose what happens next in how we help the character Bianca through different clues on the site.

Creative, eh? Could this be the next phase of creative advertising as we move more and more into this digital, interactive, web based age?

This Week's Episode "Haute Pursuit" is described as:

"As the Assistant Fashion Designer for the House of Champagne, Bianca is on the fast track to success. Now danger lurks around every corner as she's drawn into a web of deceit and international intrigue. In order for Bianca and her loved ones to survive, she needs a friend she can trust. This Is Where You Come In."