Automotive

Burrell Communications Group Teams Up with Renowned Producer-Director Kenya Barris for Toyota’s ‘Grand Highlander’ TV Commercial Series

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.

Published

11 months ago

October 6, 2023

Daily News Staff

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.

Kenya Barris, (c) 2023, photo by Matt Sayles (PRNewsfoto/Burrell Communications)

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

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Related Topics:Highlander Kenya Barris Toyota

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Consumer Corner

The 2025 Ford Maverick Awesomeness Unveiled: Tech-Packed and All-Wheel Drive

Published

1 month ago

August 2, 2024

Mark Bennett

Hybrid Meets All-Wheel Drive on New Tech-Packed 2025 Ford Maverick

Since its debut in 2021, the Ford Maverick has captivated American truck enthusiasts and casual drivers alike, proving to be the compact pickup that many didn’t know they needed. With its impressive blend of capability, spaciousness, and versatility, the Maverick has cemented its place as a top choice in the midsize truck segment. As we look ahead to the 2025 model, Ford is stepping up its game to enhance the Maverick’s appeal further, making it smarter and more capable than ever.

An Exciting New All-Wheel Drive Option

One of the most significant updates for the 2025 Ford Maverick is the introduction of an all-wheel drive (AWD) option for its hybrid models. This enhancement allows Maverick Hybrid customers to confidently tackle challenging terrains and inclement weather conditions. The AWD hybrid model, which is available for all trims—XL, XLT, and Lariat—provides exceptional traction and stability, making it an excellent choice for outdoor enthusiasts and those who often find themselves navigating unpredictable driving conditions.

In addition to the AWD capability, Ford is offering an optional package that doubles the towing capacity for hybrid models. This upgrade empowers drivers to tow small campers, personal watercraft, and utility trailers with ease. With a maximum payload capacity of 1,500 pounds and a new 4K Tow Package, the Maverick is designed to meet the diverse needs of its owners.

Advanced Technology Meets User-Friendly Features

The 2025 Maverick is not just about power and capability; it also embraces cutting-edge technology to enhance the driving experience. The new SYNC 4 infotainment system, now displayed on the largest standard touchscreen in its class—a stunning 13.2-inch display—replaces the previous 8-inch screen. This upgrade is complemented by an 8-inch digital instrument cluster that ensures drivers have all vital information at their fingertips.

Ford has responded to customer feedback by introducing wireless Apple CarPlay® and Android Auto™, allowing drivers to leave their smartphone cords at home. This convenience is a significant upgrade for tech-savvy customers who value seamless connectivity on the go.

Innovative Storage Solutions

Maverick’s FLEXBED® Storage System remains a standout feature, providing unparalleled versatility for organizing payloads. The bed is equipped with molded side pockets that allow drivers to secure cut pieces of 2×4, preventing cargo from sliding around during transit. Plus, the multi-position tailgate can be set in various positions to accommodate different types of cargo, from lumber to mountain bikes.

In a market where versatility is key, these features are drawing in a diverse array of customers—60% of Maverick buyers trade in vehicles from other segments, such as small cars and SUVs. This speaks volumes about the Maverick’s unique ability to cater to a broad audience.

Efficiency Without Compromise

For those who prioritize fuel efficiency, the Maverick Hybrid continues to shine. With a targeted EPA-estimated 42 miles per gallon in the city for the standard hybrid front-wheel drive model, and 40 miles per gallon for the hybrid AWD variant, it offers an eco-friendly option without sacrificing performance.

Built Ford Tough: A Legacy of Capability

The 2025 Ford Maverick stays true to its “Built Ford Tough” heritage, ensuring that it meets the needs of its most loyal customers. The enhancements made for the new model year—driven by owner requests—underscore Ford’s commitment to delivering a truck that is not only capable but also aligns with the evolving demands of today’s drivers.

As the market for midsize pickups continues to evolve, the Ford Maverick stands out as a formidable contender. With its hybrid efficiency, all-wheel drive capability, advanced technology, and innovative storage solutions, the Maverick is poised to remain a favorite among both loyal Ford fans and new customers alike.

For those looking to experience a truck that seamlessly blends versatility with efficiency, the 2025 Ford Maverick is a compelling choice that is sure to impress. As the launch approaches, enthusiasts and potential buyers alike are invited to explore what makes the Maverick a standout in the competitive truck landscape.

Visit the Ford website to learn more. https://media.ford.com/content/fordmedia/fna/us/en/news/2024/07/31/hybrid-meets-all-wheel-drive-on-new-tech-packed-2025-ford-maveri.html#group-section-The-2025-Ford-Maverick-os4dsWsMMC

For more information, check out the Ford website at: https://media.ford.com/content/fordmedia/fna/us/en/news/2024/07/31/hybrid-meets-all-wheel-drive-on-new-tech-packed-2025-ford-maveri.html#group-section-The-2025-Ford-Maverick-os4dsWsMMC

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Mark Bennett

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Automotive

Toyota Issues Safety Recall for 2022-2023 Tundra and Lexus LX Vehicles

Published

2 months ago

July 26, 2024

Mark Bennett

PLANO, Texas — Toyota has announced a safety recall affecting certain model year 2022-2023 Toyota Tundra and Lexus LX vehicles in North America. Approximately 102,000 vehicles, including both Toyota and Lexus brands, are involved in this recall across the United States.

What’s the Issue?

The recall comes as a result of a manufacturing oversight where machining debris may not have been adequately cleared from the engine during production. In the affected vehicles, this debris can lead to several serious issues, including:

Engine knocking
Rough engine operation
Engine failure to start
Loss of motive power

The most concerning of these issues is the potential loss of motive power while driving at higher speeds, which significantly increases the risk of a crash.

What Will Toyota Do?

To address this issue, Toyota and Lexus dealers will replace the affected engines with new ones at no cost to customers. This recall is a proactive measure to ensure the safety and reliability of these vehicles.

Customer Notifications

Toyota plans to notify affected customers by late July 2024. If you own one of the impacted vehicles, it’s essential to stay informed about this recall to ensure your safety on the road.

How to Check If Your Vehicle is Affected

If you own a Toyota Tundra or Lexus LX and want to see if your vehicle is included in this safety recall, you can visit Toyota.com/recall or nhtsa.gov/recalls. Simply enter your Vehicle Identification Number (VIN) or license plate information to check your vehicle’s status.

Need Assistance?

For any further questions or concerns, Toyota customer support is available through the Toyota Brand Engagement Center at 1-800-331-4331 for Toyota vehicles. For Lexus owners, support can be reached at 1-800-255-3987.

Safety recalls are a crucial part of the automotive industry, ensuring that potential issues are addressed before they lead to accidents. If you own one of the affected Toyota or Lexus vehicles, be sure to take action and stay updated on this important recall to keep yourself and your loved ones safe on the road.

https://stmdailynews.com/category/stories-this-moment

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Mark Bennett

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Automotive

Toyota Invests in EV Charging Network IONNA to Enhance Charging Access for Customers

Published

2 months ago

July 14, 2024

Daily News Staff

Toyota joins seven other automakers as an investor and founding partner of IONNA
IONNA to install at least 30,000 charge ports in North America by 2030
Toyota, Lexus customers will have access to growing DC fast charger network, supporting both NACS and CCS charge ports

PLANO, Texas and RALEIGH DURHAM, N.C. /PRNewswire/ — IONNA and Toyota Motor North America (Toyota) today announced that Toyota has joined seven other automakers as an investor in IONNA to support the buildout of its high-powered charging network for battery electric vehicles (BEVs) across North America. This allows Toyota and Lexus customers access to the public network of DC fast chargers IONNA will begin deploying later this year. IONNA plans to install at least 30,000 charging ports in North America by 2030, and stations will include both NACS and CCS connectors to support all BEV drivers.

Toyota Invests in EV Charging Network IONNA to Enhance Charging Access for Customers

IONNA Support

“We are excited to announce our support of IONNA to deploy DC fast chargers throughout the U.S. and Canada,” said Ted Ogawa, president and CEO of Toyota Motor North America. “We believe this will not only promote the adoption of BEVs and increase customer confidence in the technology, but it will provide our Toyota and Lexus customers with access to IONNA’s rapidly growing charging network in North America.”

IONNA’s focus on the holistic customer experience aligns closely with Toyota in ensuring that charging stations provide visitors with amenities and convenience in addition to vehicle charging. IONNA plans to bring its first batch of DC fast charging stations online in 2024 and will continue the buildout of additional stations throughout the decade.

“We are delighted to welcome Toyota to our growing IONNA family,” said Seth Cutler, CEO of IONNA. “Their vision for the future of electric mobility in North America aligns perfectly with our mission to push the boundaries for the highest standards of quality, reliability, and customer experience. This partnership marks another significant achievement of many to come in our joint journey to transform EV charging and spearhead the adoption of sustainable transportation in North America.”

Supporting IONNA is an important step for Toyota, as the planned nationwide network is highlighted by a partnership and collaboration effort among now eight OEMs to invest in the buildout of public charging. Toyota is the latest manufacturer to join in its support of the EV charging company, with BMW, GM, Honda, Hyundai, Kia, Mercedes-Benz and Stellantis also pledging support.

Toyota currently offers two mass-market BEVs in the U.S. and Canada – the Toyota bZ4X and the Lexus RZ. It recently announced plans for two all-new three-row BEV SUVs that will be assembled at Toyota Motor Manufacturing Kentucky (TMMK) and Toyota Motor Manufacturing Indiana (TMMI). By 2030, Toyota aspires to offer 30 BEV models globally across its Toyota and Lexus brand nameplates and produce up to 3.5 million BEVs annually.

About Toyota
Toyota (NYSE:TM), creator of the Prius hybrid and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota and Lexus brands, and directly employs more than 63,000 people in North America (more than 49,000 in the U.S.).

Over the past 65 years, Toyota has assembled nearly 47 million cars and trucks in North America at the company’s 12 manufacturing plants. By 2025, the company’s 13th plant in North Carolina will begin to manufacture automotive batteries for electrified vehicles.

Through our more than 1,800 North American dealerships (nearly 1,500 in the U.S.), Toyota sold more than 2.6 million cars and trucks (more than 2.2 million in the U.S.) in 2023, of which more than one quarter were electrified vehicles (full battery, hybrid, plug-in hybrid and fuel cell).

For more information about Toyota, visit www.ToyotaNewsroom.com.

About IONNA
IONNA is a rising joint venture founded by now eight of the world’s biggest automakers, BMW, General Motors, Honda, Hyundai, Kia, Mercedes-Benz, Stellantis and Toyota. Purpose-built to lead, innovate, create, and drive forward a redefinition of charging as an end-to-end integrated customer experience. Delivering this mission by developing and deploying a trailblazing nationwide network of stations with cutting-edge technology, retail integration, amenities, and unparalleled customer service. Enabling urban and long-distance EV mobility for all with over 30,000 ultra-fast-and-reliable charging points by 2030. IONNA will provide the coverage drivers need, the reliability they deserve, and the amenities they crave.

For more information, please visit www.ionna.com

SOURCE Toyota Motor North America

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