Toyota and Burrell Tap International Talent Idris Elba to Launch New 2013 Avalon Campaign for African American Market
"Only the Name Remains" Debuts April 1, 2013
TORRANCE, CA--April 2, 2013: Golden Globe Award-winning actor Idris Elba takes on the lead role in "Only the Name Remains," a dramatic, spy-themed advertising campaign for the 2013 Toyota Avalon. The highly-anticipated campaign-- and first-ever TV commercial for Elba -- was created in collaboration with Burrell Communications and premiered on Monday, April 1 across broadcast, digital and print platforms.
Directed by award-winning filmmaker Antony Hoffman, "Only the Name Remains" begins with three suspenseful television spots that follow Elba's secret agent character on the run from an old enemy, taking his Avalon on a city-wide adventure. The third and final spot in the television series ends with a cliffhanger, directing the audience to experience the thrilling conclusion at Only the Name .
"'Only the Name Remains' complements the sleek and stylish design of the all-new Avalon with the secret agent storyline," stated David Chung, National Manager, Targeted Advertising and Strategy for Toyota. "Burrell's campaign successfully aligns with Toyota's new 'Let's Go Places' company movement and we anticipate receiving a positive response among consumers."
"We developed the concept for 'Only the Name Remains' by tapping into the interests of African American consumers and are thrilled with the final product," said Lewis Williams, Chief Creative Officer, Burrell Communications Group. "Our goal was to help introduce the radically new 2013 Toyota Avalon and at the same time take the audience on a memorable cinematic adventure."
The 2013 Toyota Avalon delivers on the "Let's Go Places" promise and invites consumers on a journey to discover new places and possibilities together with Toyota. The passionate design and dynamic handling of Toyota's flagship vehicle represent a new direction for North America. The vehicle was designed in North America by CALTY, engineered at Toyota Technical Center (TTC) in Ann Arbor and built at Toyota Motor Manufacturing, Kentucky, Inc. in Georgetown.
"Only the Name Remains" will also be supported by events, appearing at the DUB Magazine Tour (featuring a custom-made DUB Avalon), select Alvin Ailey Tour stops, Soul Train Awards and others.
Burrell has been the African American agency-of-record for Toyota since 2001. Recent Burrell work with Toyota includes the Prius "Those Who Get It, Get It" campaign featuring singer/songwriter Raphael Saadiq, which also utilized broadcast, digital and print platforms, as well as the American Advertising Foundation's prestigious Ogilvy Award-winning "Are You Venza?" and Association of National Advertisers Multicultural Excellence Award-winning "Mark and Benny" campaign for Toyota RAV4.