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Burrell teams Cee-Lo with Toyota for Corolla radio spots

(October 10, 2005) In the first of a series of new radio spots created for Toyota by ad agency Burrell featuring hip-hop and neo soul artists, the Toyota Corolla S gets "props" from Grammy nominated singer Cee-Lo Green.

The spot entitled "Shotgun" tells a first person story of the artist cruising "in my Toyota Corolla; so fresh." The lyrics, authored by the artist, are a soulful Cee-Lo tune describing how he "hit the mall, saw a movie" and watched his "girl walk down the runway" all in one day. It is one of two Corolla S spots written and performed by Cee-Lo and produced by Burrell, one of the nation's leading African-American-owned full-service communications agencies.

Cee-Lo, who describes his music as raw black soul, not "throw-back" soul, is one of several artists in the soul and conscientious hip-hop genre working with Burrell to produce radio spots for a number of Toyota models, including the Corolla S, Matrix and Solara.

"Our strategy is based on research that shows that with our youth target, music is a soundtrack for life. To reach consumers, we have to identify lifestyle connections with them and create 360-degree advertising that lives in their hearts," said Teri Hill, Toyota's car advertising manager. "These celebrity/music driven spots use artists who are respected by the target audience, setting the foundation for establishing Toyota's knowledge and admiration of music. Because the spots are similar to the music you hear on the radio, the advertising has more impact, helping to increase awareness of the Toyota model they promote," Hill added.

The campaign, which began this month with the Cee-Lo spots, will run nationwide on Hip-Hop and R&B-format radio stations through the end of the year. Toyota is working to complement the spots through sponsorships and other alliances.

"Linking brands with music artists has almost become cliché, said Burrell Account Director Bryan Mattox. "It only works when the ad campaign is quantitatively and qualitatively research-based and, as a result, done correctly from a cultural perspective. In this case, we have lyrics written and performed by artists who represent authenticity in their music space. That kind of credibility gives the spots substance that will connect a youthful, conscientious target to Toyota's Moving Forward message."

Bryan Mattox headed the Burrell account team that produced the spots. The agency's creative and production team included Kevin Johnson, creative director; Aubrey Walker, writer; Colin Costello, group creative director; and Mike Willis, art director. Additional credits go to Teri Hill of Toyota; Ella Britton, Burrell's Toyota account vice president /director and Steve Conner, the agency's chief creative officer.

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