While some large companies are pulling back from diversity, equity and inclusion efforts, Toyota is full steam ahead.
The automaker is launching a national brand effort from Burrell Communication focused on Black men.
The effort “celebrates the shared optimism for a progressive future, focused on Black men,” according to a release. “Toyota's 2025 campaign aims to reinforce its emotional connection with Black men by spotlighting mobility as a transformative influence in their daily lives.”
The goal of "You Can't Stop My Drive,” which includes a 60-second spot “Baton,” is to help reshape public perceptions of Toyota among Black males.
The brand is actively engaging younger buyers by highlighting mobility as more than just transportation, but a mindset and tool for an empowered future. Creative “represents a shift in tone that challenges Toyota to speak to the target in a bolder, more reflective and authentic way,” according to the release.
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The effort celebrates mobility as one of the key anchors of the Black community’s progress and achievement, said Mike Tripp, group vice president of Toyota marketing.
"Through this campaign, we want Black men to feel seen, valued, heard and appreciated by our brand, fostering a genuine emotional connection that goes beyond just our vehicles," Tripp says in a release.
It features the voices of Toyota GR Cup racer Westin Workman and fashion influencer Devan on Deck. NBA star Damian Lillard also lends his voice to the campaign's content, further amplifying the message.
These influencers showcase the multifaceted ways in which mobility drives success, self-discovery and life-changing optimism.
"I have a lot of heart for this consumer. In them, I see a younger version of myself. The confidence, the drive, the refusal to back down or alter their sense of expression," says Corey D. Seaton, Burrell Communications group vice president and group creative director, in a release.”We worked tirelessly to honor these men, injecting their bold and unflinching energy into every aspect of this campaign — music, copy, voice over, performances.”