PLANO, Texas, July 9, 2018 /PRNewswire/ -- Today Toyota
launches a national marketing campaign, titled "Serious Play," for
the all-new 2019 Avalon that dares drivers to experience adventure,
spontaneity and playfulness, and reminds all that the thrill of
driving is the real prize. The campaign drives home the notion that
the completely redesigned Avalon has everything drivers need to get
more out of life.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8352851-toyota-avalon-sedan-serious-play
The all-new Toyota Avalon – designed, engineered and assembled
in the U.S. – embodies consumers' overarching desire for
high-caliber, design-centric, technologically-savvy modes of
attainable, premium transportation.
"The Toyota team has transformed the driving experience for our
flagship sedan to set a new standard for the premium segment and
satiate drivers' desire for authenticity, spontaneity and
exploration," said Ed Laukes, group
vice president, marketing, Toyota Motor North America.
Two of the "Serious Play" campaign's national 30-second TV
spots, Let's Race and Trojan Horse, were directed by
renowned director Craig Gillespie,
most recently known for the award-winning film "I, Tonya." A
third bold and daring 30-second spot, Catch Me If You Can,
was directed by Daniel Azancot. The
commercials were developed using multicultural insights aimed at a
transcultural audience. The campaign also includes a series of
digital videos including Roundabout, River Run,
Scavenger Hunt, Waiting, Hybrid at Play, Musical Play,
Performance Play, Group Play, Connected Play and Simon Says
created to tell stories of an impulsive quest for adventure.
The fully-integrated campaign was developed between two of
Toyota's agencies of record, including Saatchi & Saatchi and
Burrell Communications.
Media Placements
The "Serious Play" TV spots will air in select targeted cable
programming across NBCU, FOX Networks, Viacom, Turner and Discovery
Cable networks. Additional elements of the campaign include dynamic
digital, audio as well as print ads in high profile publications
such as Esquire, Condé Nast Traveler, Food & Wine and
Architectural Digest. New integrated media partnerships include
Pinterest Pincodes, Discovery, Reddit/WBUR's "Endless Thread"
Podcast series, and more. Additionally, spots will air within
select movie titles in theaters nationwide throughout the summer in
conjunction with National CineMedia. Overall, this campaign is
slated to deliver 3.1 billion impressions.
About the 2019 Toyota Avalon
Exclusively produced in Georgetown,
KY, the fifth-generation Avalon is the latest example of the
Toyota New Global Architecture (TNGA) platform and features the
highest quality, reliability, safety and craftsmanship in its
class.
The new Avalon includes a few firsts for Toyota:
- Available Adaptive Variable Suspension (AVS), which enhances
controllability and dynamic handling;
- Standard Apple CarPlay Compatibility and Available Dynamic
Auxiliary Turn Signals;
- Available Engine Sound Enhancement (that's right, you can
literally press a button that gives you the authentic sounds of a
sports car);
- Amazon Alexa connectivity and Toyota Entune™ 3.0 Remote Connect
- an advanced vehicle app that enables you to connect to Toyota
Entune™ 3.0 technology and manage your Toyota from any distance (as
long as both the vehicle & smartphone are able to establish
cellular connections).
With four available grades, the new Avalon will accommodate a
wide array of customers/drivers: the two dedicated Sport Plus
models, XSE and Touring, plus the more luxurious XLE and
Limited. Hybrid grades include XLE, XSE and Limited.
The "Serious Play" spots are available for viewing here. View
photos of the all-new Avalon here. The vehicle is on sale now
in dealerships.
About Toyota
Toyota (NYSE: TM) has been a part of the
cultural fabric in the U.S. and North
America for 60 years, and is committed to advancing
sustainable, next-generation mobility through our Toyota and Lexus
brands. During that time, Toyota has created a tremendous
value chain as our teams have contributed to world-class design,
engineering, and assembly of more than 36 million cars and trucks
in North America, where we operate
14 manufacturing plants (10 in the U.S.) and directly employ more
than 47,000 people (more than 37,000 in the U.S.). Our 1,800
North American dealerships (nearly 1,500 in the U.S.) sold more
than 2.7 million cars and trucks (2.4 million in the U.S.) in 2017
– and about 87 percent of all Toyota vehicles sold over the past 15
years are still on the road today.
Toyota partners with community, civic, academic, and
governmental organizations to address our society's most pressing
mobility challenges. We share company resources and extensive
know-how to support non-profits to help expand their ability to
assist more people move more places. For more information about
Toyota, visit www.toyotanewsroom.com.
Media Contacts:
Leigh Anne Sessions
Toyota Motor North America
424-488-4200
leigh.sessions@toyota.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
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SOURCE Toyota