Toyota Motor Sales, U.S.A., Inc. has selected Burrell Communications’ TV spot ‘Faces’ to debut during Super Bowl XLIII as part of the launch of its new vehicle VENZA. Burrell’s 30-second Toyota VENZA spot ‘Faces’ will premiere in the first quarter during the third break of Super Bowl 43. The ‘Faces’ spot and its prominent placement during the Super Bowl will be used to support and extend the launch excitement of the 2009 Toyota VENZA and will be the kickoff of Burrell’s ‘Are You VENZA?’ campaign.
“We wanted a spot that would help us introduce the 2009 Toyota VENZA to consumers who view themselves as multidimensional. We think the ‘Faces’ spot and the ‘Are You VENZA?’ campaign is a great complement to the overall launch,” Dionne Colvin, Toyota National Manager Advertising.
“People want a vehicle that reflects how they see themselves, so we developed the ‘Are You VENZA?’ campaign to introduce the 2009 Toyota VENZA into the consumers mind,” said Munier Sharieff, Burrell, VP Creative Director. “We created ‘Faces’ to appeal to people who appreciate design and see themselves as unique. We feel the consumer will see themselves mirrored in VENZA as the perfect balance of utility and art.”
“Toyota is a company that values diversity and inclusion and what makes them great is that they put action behind those ideals,” said Fay Ferguson, co-CEO of Burrell Communications. “That is apparent in how they conduct business and we are honored to have our work chosen for this prestigious placement.”
‘Faces’ was based on consumer research that helped to uncover consumer insights that were the foundation of the creative for the compelling ad and will be the first execution of the integrated ‘Are You VENZA?’ campaign.
“With the launch of VENZA, we wanted to dig deeper, so we reached out for new research that combines cognitive neuroscience, anthropology and sociology,” said Kevin Brockenbrough, Burrell, VP Account Planning. “The findings provided us with imagery and consumer language that yielded rich metaphors for storytelling, allowing a springboard for developing work that was eye-catching, memorable and feels both distinctive…yet oddly familiar.”
The new 2009 Toyota VENZA launched in late 2008, and is a versatile five-passenger vehicle that couples the styling and comfort of a passenger car with the flexibility of a sport utility vehicle (SUV), to give customers a stylish alternative to the traditional sedan. With excellent fuel economy, innovative design, outstanding front and rear headroom and excellent value, VENZA raises the bar for ride comfort and utility.
Burrell has been the African American Agency-of-Record for Toyota since 2001.
Released: February 2009
Brand name: Toyota Venza
Agency: Burrell, Chicago
Producer: John Seaton
Production Company: @radical.media, bicoastal
Director: Antony Hoffman
Editor: Terry King @ Griot
Composer: Kurt Schreitmueller
Executive Music Producers: Michael Yessian, Gerard Smerek
Music Creative Director: Brian Yessian
Mixer: Gerard Smerek