CHICAGO /PRNewswire/ — Burrell Communications Group, one of the nation’s largest multicultural marketing communications agencies, has announced yet another signature and groundbreaking national ad campaign supporting the launch of the first ever Toyota Grand Highlander.
Themed “Life’s Grander,” the campaign was conceived targeting families who realize that life isn’t always picture-perfect, but when at the wheel of a grander Toyota vehicle featuring more room, enhanced style and hybrid power, they can easily turn raucous family chaos and tension into fun and unforgettable memories.
The Burrell strategy team focused on many African American families’ traditional desire to be fully engaged in parenting as a means of countering negative stereotypes. That keen strategic insight was then leveraged to grant Black families permission to be their authentic selves in and throughout the new campaign.
The agency created two broadcast TV spots for Life’s Grander: “Back There” and “HBCU Tour,” along with a series of short digital commercials. “Back There” humorously visits the all too familiar ah-hah! moment when a mom interrupts the backseat bedlam and tells her kids, “Don’t make me come back there!” In a similar spirit, “HBCU Tour” introduces two proud parents engaged in a verbal tug-of-war to influence which Historically Black College or University (HBCU) their son will choose after campus visits to their rival alma maters.
The Life’s Grander work features African American families, well-timed dialogue and heartwarming tinges of comedy. Burrell sought out award-winning writer, producer and director Kenya Barris, the king of the Black sitcom, to authentically bring the scripts to life. The agency collaborated with Barris throughout each stage of production, tapping his renowned expertise to assemble a stellar ensemble cast of actors who delivered on-screen. Barris’ input on performances, wardrobe and story nuances helped elevate the Burrell team’s work to deliver to Toyota a great and on-target campaign.
“At Toyota, our goal is to create authentic imagery and depictions of our customers engaging with our brand in ways that reflect their values and lived experiences. We believe this new Grand Highlander ad campaign delivers on that promise,” said Mike Tripp, VP of Marketing and Communications, Toyota Motor North America. “We are humbled to contribute to the uplift of African American families with the heartwarming Life’s Grander series, and share Burrell’s enthusiasm about the outcomes of this collaboration with Kenya Barris.”
This project marks Barris’ first venture into TV commercial advertising. But, after this strong showing, it’s bound to not be his last. He thoroughly relished the collaboration with the agency. “As a first time commercial director, Burrell made the entire process seamless from beginning to end,” Barris states. “Along with decades of experience, working with the agency team to create a commercial centered around a Black family also meant working with a team that understands all of the big and little details that needed to be portrayed, and was aligned in making sure we did our best to get them right,” he continued.
“As a creative, I’ve always been a big proponent of embracing brand integrations and marketing as a storytelling tool. I loved being able to see that process from the other side of the creative table, while also expanding my skill set as a director for a different format, and would welcome the opportunity to do it again.”
“Burrell is committed to making work that Matters, and is as Aspirational as it is Disruptive. We achieve that by leading with cultural relevance,” said Khari Streeter, Burrell’s chief creative officer. “When the opportunity arose to work with Kenya to help us bring our Grand Highlander concepts to life, we jumped at it. He was immediately generous and accessible,” Streeter relates further. “He didn’t hesitate to unpack his culture-led perspective, nor his personal experience to elevate the work. He brought in a spectrum of top-tier talent he had worked with, used a nuanced sense of humor and treated the spots as if they were a collection of episodes, which added depth and cohesion to the campaign. We were happy to be able to break the seal on his commercial directing debut, and look forward to working with him in the future.”
Burrell Communications Group was established by renowned ad man Tom Burrell in 1971, who led the company for 33 years. The agency today boasts a roster of premiere, blue-chip clients that lead in their respective categories, including McDonald’s, Toyota, Comcast, Fidelity, Deloitte, Coca-Cola, FIFCO, Procter & Gamble and the American Red Cross.
ABOUT BURRELL COMMUNICATIONS GROUP:
Celebrating more than 50 years of best-in-class transcultural communications, Burrell Communications Group is the largest U.S. agency specializing in communications to diverse audiences. The agency is known for its strategic thought-leadership and creativity. The foundation of its success lies in uncovering rich insights and a deep understanding of the Black community. Burrell’s strong relationship with the Black community has influenced the development of humanitarian campaigns such as “Black Is Human,” “The Fatherhood Initiative” and “Allies of Innocence.” For more information, visit burrell.com.
SOURCE Burrell Communications
Tennessee Titans, Nissan Announce Naming Rights Partnership in New Stadium
NASHVILLE, Tenn. – The Tennessee Titans and Nissan North America today have reached an agreement on a 20-year, exclusive naming-rights partnership that brands the new Titans home venue as ‘Nissan Stadium.’ This announcement further solidifies the partnership held between the Titans and Nissan since 2015. Slated for completion in 2027, the new Nissan Stadium will […]
NASHVILLE, Tenn. – The Tennessee Titans and Nissan North America today have reached an agreement on a 20-year, exclusive naming-rights partnership that brands the new Titans home venue as ‘Nissan Stadium.’ This announcement further solidifies the partnership held between the Titans and Nissan since 2015.
Slated for completion in 2027, the new Nissan Stadium will host Titans home games, Tennessee State University football games, concerts, large-scale events and other community events.
“This partnership is a natural extension of our already longstanding friendship with Nissan,” said Burke Nihill, Titans President and CEO. “Our mission at the Titans is to Win, Serve, and Entertain. We pride ourselves on collaborating with organizations who love this city and state as much as we do, and for the past 40 years, Nissan has invested more than $10.5 billion statewide, serving as a great example of an outstanding corporate steward and community advocate. We look forward to the continued positive impact of this relationship for the Titans organization and the City of Nashville.”
“Since 2015 our fans and organization have called our home ‘Nissan Stadium,’ and we are proud to continue that tradition in the new stadium as we deepen and expand our relationship with them,” said Titans Chief Revenue Officer Adam Nuse. “The new stadium will host the world’s largest events, as well as serve as a community hub for our local neighbors. We’re excited to have a partner like Nissan embark on this journey with us as we look towards the future.”
The partnership will feature dedicated areas in the new stadium for brand experiences and displays, innovative technology integration, and involvement in Titans broadcast platforms. Nissan also will support a to-be-determined program in the Titans ONE Community philanthropic platform, which reaches Nashville’s most underrepresented and marginalized communities with a focus on three areas – Opportunity, Neighborhoods and Education.
“Nissan Stadium is a centerpiece of the Nashville skyline and has become a household name in Middle Tennessee. It is important for Nissan to keep our name on the new stadium,” said Jérémie Papin, chairperson, Nissan Americas. “As more people come to Nashville both to visit and to live in this wonderful city, Nissan Stadium is true showcase for our brand and for the career opportunities we’ve offered here for more than four decades. This partnership sends a strong message about the bright future for Nissan, the Titans, Nashville and the State of Tennessee.”
Nissan’s ever-growing footprint in Tennessee includes vehicle and powertrain manufacturing facilities in Smyrna and Decherd respectively, along with its North American headquarters in Franklin. Nissan is home to more than 11,000 employees across all three locations.
“Nissan has been a strong partner to middle Tennessee for four decades, and I’m thrilled that the Titans have united with a partner that invests in our community and its people,” said Nashville Mayor Freddie O’Connell. “The familiarity and trust they’ve established with the Titans in the last eight years will undoubtedly be a great asset as we plan for the stadium’s opening in 2027.”
The new Nissan stadium will be built on the east side of the current stadium campus, along Nashville’s East Bank. Features of the building include: a circular translucent roof; exterior porches with panoramic views of Nashville; improved sightlines for all spectators through a range of diverse seating experiences; and a 12,000 square foot community space available for use year-round. A waitlist for those interested in purchasing PSLs or suites is now open at NewNissanStadium.com.
Green NCAP proves all powertrains need greener objectives
Green NCAP releases the assessment results of seven vehicles with a range of powertrains: three electric vehicles from Tesla, Renault, and MG, three hybrid cars from Mazda, Mitsubishi, and Alfa Romeo, and one purely petrol-powered car from BMW, all recently introduced onto the European market. The results of these vehicles may answer some of the questions that consumers ask themselves when buying a new car: for example, do hybrids fulfil the greener expectations of their technologies? Green NCAP reveals that unless manufacturers make a strong commitment to sustainability by lowering emissions, and fuel consumption, and increasing efficiency, then cars may not be as green as they claim to be, independent of the powertrain.
Green NCAP encourages consumers who are interested in lessening environmental impact to pay attention to the finer details of their future car’s performance. It is critical that new buyers consider independent consumer information to achieve a greener choice aligned with their driving preferences. The label of ‘hybrid’ does not automatically mean it outperforms a well-managed combustion-engine vehicle. Manufacturers offer various levels of hybridisation to cater to different objectives. At the same time, in some cases, more power does not necessarily result in more impact on the environment.
Aleksander Damyanov, Green NCAP Technical Manager
The Tesla Model S impresses not only for its innovative technology features but also for its attention to energy efficiency, performance, and driving range. The version tested is the AWD Dual Motor version, with 100 kWh of battery capacity and impressive power and torque output (504 kW, 842 Nm). The flagship Model S sets an example for the segment of pure electric luxury cars by displaying a high and consistent driving range of up to 630 km (about 391.46 mi) in real-world On-Road Drive, smart heat management, and high efficiency. With an uncompromised focus on efficiency and thermal comfort despite an abundance of power, the vehicle easily earns all 5 Green Stars and reaches an Average Score of 97%, just 1% less than the Model 3 tested last year.
Similarly focused on power and torque, the Mazda CX-60 is a large and luxurious SUV (Sports Utility Vehicle) and is claimed to be Mazda’s most powerful production car to date. The car is a plug-in hybrid and uses its electric powertrain to satisfy consumers’ desire for greater power which consequently has an impact on fuel and energy consumption. Its control of pollutant emissions fails to impress. In the Clean Air Index, it received a modest score of just 5.4/10. As a result, the vehicle’s average score drops below the threshold for the added robustness rating and the car is rated based only on the standard tests. The CX-60 Plug-In Hybrid receives an Average Score of 48% and gathers 2½ Green Stars.
Two mild hybrids are underwhelming in this release. The Japanese Mitsubishi ASX, a compact SUV with a 1.3 l turbocharged petrol engine is supported by a weak mild-hybrid system. Tested consumption values are around 6 l/100 km, with the demand increasing to 8.1 l/100 km in the Highway Test with full-power accelerations. Pollutants are, on average, managed well, although ammonia (NH3) and carbon monoxide (CO) emissions could be better handled. The Mitsubishi ASX earns an Average Score of 41% and 2½ Green Stars.
The Alfa Romeo Tonale is a sleek SUV with a 1.5 l turbocharged petrol engine that is supported by a 48V mild-hybrid system. Like the Mitsubishi, pollutants are averagely managed, but increased ammonia output and carbon monoxide handling are challenging for this Italian car. The consumption values depend on the situation – from around 5 l/100 km in the standard On-road Drive to 8.3 l/100 km in the Highway Test. The Alfa Romeo Tonale 1.5 VGT 48V-Hybrid obtains an Average Score of 42% and receives 2½ Green Stars.
Some mild hybrids may not be living up to their greener expectations, but electric vehicles are still delivering on their promises. In this release, the historic English brand MG celebrated a 5-star rating with its MG 5. This fully electric station wagon reaches a maximum power of 115 kW and a declared installed battery capacity of 61 kWh. As expected, the Cold Ambient Test at -7°C revealed a significant increase in energy demand but this can be attributed to a quick cabin heat-up and provision of adequate thermal comfort in cold, winter conditions. During the battery capacity test, the vehicle was charged with 11 kW charging power and the determined grid-to-battery-output efficiency impressed with 92%. The MG 5 finishes with an Average Score of 95% and 5 Green stars. Last month, Green NCAP announced its new Life Cycle Assessment (LCA) Award and Green NCAP calculations indicate that the MG 5 has a relatively low estimated LCA based on the European average and meets the criteria for this LCA award.
For some time, Euro NCAP has set to task in raising the level of safety equipment within vans & Multi-Purpose Vehicles (MPVs), however long-term sustainability should also be an important driving factor for manufacturers. In this release, Green NCAP introduces its first-ever electric MPV tested under its tough protocols: the Renault Kangoo E-Tech. This is a pure electric vehicle that offers enhanced transport capabilities for goods and is targeting small and medium businesses (SMBs). With its relatively small battery (45 kWh), the car is primarily useful for shorter distances. The vehicle lets itself down, however, with its lower grid-to-battery-output efficiency of 84% which is poorer than the usual value of today’s electric cars. With an Average Score of 90%, the Kangoo E-Tech just manages to receive all 5 Green Stars.
The only purely petrol-powered vehicle in this release, the BMW X1 sDrive18i, is a small SUV that supplies 100 kW peak power, which is the lowest among all currently offered X1 versions. Like most other fossil-fuelled petrol cars, it scores the least in the Green house Gas Index due to the CO2 emissions measured at the tailpipe. The strongest suit of the X1, however, is its exhaust aftertreatment. In the Clean Air Index, BMW shows high and robust performance and earned a very well-deserved 7.7 points out of 10. The BMW X1 attains an Average Score of 45% and collects 2½ Green Stars.
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About Green NCAP
Green NCAP is an independent initiative that promotes the development of cars that are clean, energy-efficient, and cause as little harm to the environment as possible.
Green NCAP uses a broad range of tests to address the flaws in approval tests and, through consumer information, rewards those manufacturers whose vehicles go beyond the minimum requirements and offer excellent, robust, real-world performance.
We believe that consumers need to be adequately informed about the energy consumption and related greenhouse gas emissions of the vehicle of their choice.
Source: Green NCAP
Ram Truck Brand Keeps One-of-a-Kind Tradition as Official Truck of the 97th Macy’s Thanksgiving Day Parade®
AUBURN HILLS, Mich. /PRNewswire/ —
- As the Official Truck of Macy’s Thanksgiving Day Parade, Ram trucks will tow all parade floats for the ninth consecutive year
- Ram trucks will be fully wrapped to complement three unique float designs that include Teenage Mutant Ninja Turtles, Willy Wonka and Chocolate Factory and the star of the parade, Santa Claus
- Macy’s Thanksgiving Day Parade airs November 23 on NBC, beginning at 8:30 a.m. in all time zones
The Ram Truck brand is kicking-off the one-of-a-kind holiday tradition as the Official Truck of the Macy’s Thanksgiving Day Parade® for the ninth consecutive year. Working closely with the Macy’s team and the City of New York, Ram is helping to keep the holiday tradition alive as more than 20 trucks will be towing all the floats, bringing joy into the hearts of New Yorkers and millions across the nation.
In addition, Ram will be in full holiday spirit as three trucks will be fully wrapped to complement the float designs of Teenage Mutant Ninja Turtles, Willy Wonka and Chocolate Factory and, most importantly, a specially wrapped Ram truck will be towing the star of the parade, Santa Claus.
“It is a privilege for the Ram Truck brand to be the official truck of one America’s most celebrated occasions,” said Tim Kuniskis, Ram brand CEO – Stellantis. “Our Ram trucks are built to serve all our customers everywhere, and we are honored to be just a small part of the magic that happens during the Macy’s Thanksgiving Parade as our full portfolio of award-winning trucks pulls these floats down the streets of Manhattan.”
Ram will not only help transport the floats down the parade route but will also assist in moving other parade materials needed to produce the annual celebration, from tool containers to costumes and much more, in the lead up to the start of the procession on Thanksgiving Day. The Ram Truck brand provided the Macy’s parade with more than 70 trucks and Ram ProMaster commercial vans, many of which are used for behind-the-scenes functions leading up to the parade start.
The 97th annual Macy’s Thanksgiving Day Parade will air nationwide on NBC-TV, Thursday, November 23, 2023, from 8:30 a.m. to noon, in all time zones. For more information, visit macys.com/parade. To follow and participate in the excitement, check out @macys on various social media platforms and follow #MacysParade.
New 2025 Ram 1500
Progress doesn’t wait for permission. Introducing the new 2025 Ram 1500 lineup, pushing the standards of power into the next era of the Ram Brand.
Whether customers demand gas, electric or something in between, the full lineup of 2025 Ram 1500 trucks again redefine what a truck can be through a powerful combination of bold styling, capability, and performance.
Built to serve from the ground up, frame first, to deliver more than anything consumers would have ever expected from the Ram Truck brand.
Ram Truck Brand
In 2009, the Ram Truck brand launched as a stand-alone division, focused on meeting the demands of truck buyers and delivering benchmark-quality vehicles. With a full lineup of trucks – the Ram 1500, 2500/3500 Heavy Duty, 3500/4500/5500 Chassis Cab and ProMaster – the Ram brand builds trucks that get the hard work done and families where they need to go.
Ram continues to outperform the competition and sets the benchmark for:
- Best-in-class standard horsepower
- Segment-first 1,000 lb.-ft of torque with Cummins Turbo Diesel
- Most luxurious: Ram 1500 Tungsten with real metal and leather elements and a new 14.5-inch Uconnect touchscreen
- Best ride and handling with a double wishbone front suspension and five-link solid rear axle with available, segment-exclusive, active-level, four-corner air suspension
- Best-in-class available rear leg room
- The most cargo space available in any traditional full size cargo van
- Most capable full-size off-road pickup – Ram Power Wagon
- Most awarded light-duty truck in America
- Highest owner loyalty of any half-ton pickup
The latest J.D. Power APEAL study, which rates the emotional bond between customers and their vehicles, named the 2023 Ram 1500 as the best full-size light-duty pickup.
Ram is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis. For more information regarding Stellantis (NYSE: STLA), please visit www.stellantis.com.
Follow Ram and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Ram Truck brand: www.ramtrucks.com
Twitter: @RamTrucks, @StellantisNA
YouTube: www.youtube.com/RamTrucks, https://www.youtube.com/StellantisNA
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