Burrell’s new multi-platform social media and broadcast campaign for Toyota centers around the fun-loving fictional Powell Family, and '...
Burrell’s new multi-platform social media and broadcast campaign for Toyota centers around the fun-loving fictional Powell Family, and 'slice of life' moments that inspire spontaneous family adventures enjoyed in the comfort of their 2018 Toyota Highlander. The team at The Colonie was tasked with creating an array of engaging deliverables for a variety of platforms that include cinemagraphs, GIFs, and square video optimized for Facebook, as well as traditional 16:9.
The Chicago-based editorial and postproduction company’s editors, Bob Ackerman and Graham Chapman, along with Director of Social Media, Jimmy Helm, worked as a team on the large integrated package.
Helm focused on the optimizations for Facebook and presented the agency with a range of creative options that effectively featured the brand message, from Carousels and Canvases to Instagram stories and more.
“Social media is changing all the time, so having the opportunity to spearhead creative that takes advantage of the latest and greatest advertising platforms is truly exciting," says Helm, “Talking about ideas is great, but it’s always fun to show rather than tell. That’s why we went beyond the boards and presented a spectrum of social media options that are more than simple lifts from the spots. We took full advantage of all of Facebook’s advertising platforms to create content that is innovative, fresh and immersive.”
The campaign was co-edited by Ackerman and Chapman in The Colonie’s Avid Media Composer suites. Each editor tackled one of the main :30s,’Inspiration’ and ‘Heroes,’ which is also airing as a broadcast spot. Chapman took the lead on the :15, ‘Falling’ and the two :06s ‘Jump In,' and ‘Dull Moments.’
‘Heroes’ opens with the young son running through the Powell family’s house donning a makeshift cape, pretending to be a superhero. The parents’ eyes meet as his play-acting sparks the same idea, and the action cuts to the family in their Toyota Highlander, with ‘The Hero’ theme song playing on its JBL Premium Audio System as they hit the road. The SUV comes to a stop at a festive event where like-minded superhero enthusiasts in full-costume have gathered. As the Powells exit their Highlander to join in, we see that they’re all dressed in elaborate superhero garb. The spot closes with the tagline, ‘Toyota Highlander - Let’s Go Places.’
Toyota - Heroes
The same young son jumping around in a horse mask is the genesis for a second :30, ‘Inspiration.’ Seeing their son at play is all it takes for the mom and dad to load their kids in their Highlander and take off on another excursion. This time the destination is a stable in the bucolic countryside where, to the brother and sister’s delight, they get their first riding lesson. The spot ends with the tagline, ‘“From Inspiration to Destination. There's More to Discover in the 2018 Highlander.”
Toyota - Inspiration
The :15 spot “Falling” finds our family having fun at an indoor skydiving facility. Later the kids share a laugh as they view the video of their dad while charging their devices on the USB ports in the rear of the Highlander’s center console.
Toyota - Falling
Product: 2018 Toyota Highlander
Type: Multi-Platform Campaign (Broadcast Digital & Social Media)
Campaign: ‘Toyota Highlander Presents More to Discover’
Titles: ‘‘Heroes’ :30, :15, ‘Inspiration ‘:30, :15, ‘Falling’ :15, ‘Jump In’ :06 and ‘Zero Dull Moments’ :06
AGENCY: Burrell Communications / Chicago
CCO: Lewis Williams
Senior Digital Producer: Carlo Treviso
VPCD/Copywriter: Corey Seaton
ACD/Art Director: Derrick Harmon
Business Manager: Robin Bisel
PRODUCTION COMPANY: Spears & Arrows / LA
Director: Phil Brown
Producer: Marc Longberg
EDITORIAL COMPANY: The Colonie / Chicago
Director of Social Media: Jimmy Helm
Junior Editor: Graham Chapman
Creative Editor: Bob Ackerman
Finishing: Tom Dernulc
Executive Producer: Mary Caddy
AUDIO/SOUND COMPANY: Noise Floor / Chicago
Mixer: Cory Coken
Sound Designer: Cory Coken
COLOR CORRECTION COMPANY: NOLO Digital / Chicago
Colorist: Michael Matusek
About The Colonie:
The Colonie is an award-winning Chicago-based creative editorial, motion design, visual FX and finishing postproduction house with a seamless full-service approach to creating broadcast and digital content that engages, entertains, informs and move audiences.
The company's client list includes a wide range of national and global clients, including McDonald’s, Payless, BCBS, Facebook, Anheuser-Busch, Nintendo, Levis, PepsiCo,Walmart and Bayer. They are among the brands that call upon its collaborative team of talent to deliver compelling visual stories that elevate the viewer’s experience and connects them to their brands across multiple platforms.