Toyota spot from Burrell uses an entrepreneurial theme for Avalon launch

(January 6, 2007) Toyota's new Avalon Limited ad campaign, "The Assist," takes its theme from a common practice among black businesses.  It offers a glimpse of a successful African-American entrepreneur lending a helping hand to a young up and comer who hopes to build his own business.

The message of the Toyota spot, developed by Burrell Communications, actually "walks its talk" by featuring custom-made sneakers from one of the newest and hottest urban shoe outfitters, Greedy Genius. The commercial also provides the television debut of the Greedy Genius company and uses it as a vehicle to highlight African-American enterprise.

The campaign launched via a 30-second television spot on BET and CW networks and will be followed by a 60-second in-cinema spot to run in targeted markets.

"The Avalon is designed for the smart and unpretentious driver," said Kim McCullough, Corporate Manager, Toyota Marketing Communications. "We want ambitious, independent-minding individuals with an entrepreneurial spirit to picture themselves behind the wheel."

"The very spirit of our company is defined by entrepreneurialism," said Greedy Genius partner Nick Loftis. "It's a tribute to Greedy Genius and all business focused people for Toyota to send such a strong and thoughtful message in this campaign. We are delighted they featured our sneakers along side the new 2007 Toyota Avalon and look forward to the possibility of working with them in the future."

Burrell Communications, Toyota's African-American agency of record, created the spot with an eye towards providing more insight into the cultural motivations of the African-American community. "It is important that the creative stays with what is real for consumers while still drawing them into a story," says Munier Sharrief, Creative Director, Burrell Communications. "By focusing on the aspect of giving back and the rise of entrepreneurship in our community we do that, but we also keep it innovative by using a designer like Greedy Genius to show the Avalon driver in a new, fresh, youthful light."


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